Yarra Business and Industrial Land Strategy / City of Yarra

IMPLICATIONS FOR THE STRATEGY

This section draws together the key implications for the Yarra Business and Industrial Land Strategy from all previous sections. Each section is discussed in turn.

7.1

Demand Side Conditions

The key demand side implications for Yarras Business and Industrial areas are as follows: The Yarra economy is continuing to evolve and so too will its business and industrial land requirements: The Yarra economy is in a state of transition as traditional inner city manufacturing diversifies or is lost to other regions. Manufacturing and logistics retains a strong presence in the local economy particularly service industry and those firms operating in niche markets or which can survive in a congested environment. The municipality also contains several large employers such as Carlton and United Breweries which have a long association with the area and which are embedded in the economy in terms of land and infrastructure. As the local economy continues to transition, this will impact on land use and land allocation through the evolution of Yarras business and industrial precincts. A growing knowledge economy: Yarras position within the inner region and the growing knowledge economy means that economic linkages with the Melbourne CBD will strengthen over time. This reflects forces of agglomeration where firms gain a strategic advantage from locating within a critical mass of diverse jobs, firms and skills in highly accessible locations. Agglomeration economies are at their strongest in the CBD and inner region more broadly because of superior accessibility, a diverse skills and industry mix and a critical mass of firms and jobs. This is reflected in property and business services and finance and insurance accounting for the greatest share of Gross Value Added to the Yarra economy. Decline in manufacturing and other industry: Employment data from 1996 to 2006 suggests that Manufacturing employment has declined by 6.0% p.a. over the period. Wholesale Trade has declined by 2.6% p.a. and Transport and Storage has declined by 0.8% p.a over the same period. This suggests that core industries requiring industrial land are in decline in employment terms but these industries are still contributing between 3-15% of total output for Yarra. Employment projections indicate that declines in employment in these industries are expected to continue to 2026. Key export sectors: The key export sectors of the local economy are Information Media and Telecommunications, Wholesale Trade, Professional, Scientific and Technical Services, Financial and Insurance Services, Health Care and Social Assistance and Rental, Hiring and Real Estate Services. This reflects the growing reliance on services as the basis for local economic development. Between 2001 and 2006, Retail Trade and Administrative and

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Support Services transitioned to not only serve the needs of the local population but also the needs of broader regional markets. Office development and location: Office development in Yarra is occurring in a multitude of forms and types. This includes isolated sites in the B2Z such as the Church of Christ office along Heidelberg Road, on the fringe of activity centres such as Victoria Street, within industrial areas where manufacturing firms are including an office component and on main road corridors in consolidated office precincts and business parks. These precincts are evident along Victoria Parade, Bridge Road and the Botanica Office Park (Swan Street). This is driven in part by varying accessibility and business mix across the City. For the most part, office accommodation in Yarra is oriented towards small-medium enterprise which may serve a local or regional catchment. Some firms serve export markets with office location decisions driven by access to skills in the inner and eastern suburbs. Changing requirements of firms: New business and industrial typologies are emerging in the local economy which is following broader industrial trends. The growth of showrooms and peripheral retail along main road corridors reflects the desire of firms to leverage passing trade and accessibility as workers move between work and home. This is evident along Hoddle Street, Heidelberg Road, and Swan Street which are major road corridors linking areas of high skill and income with the Melbourne CBD. Manufacturing is also evolving to include a warehouse or office component to the business. This reflects the need of firms to incorporate front of house sales and administration support whilst maintaining the manufacturing component to the business. This is being seen in several areas across Yarra including in core industrial areas and business precincts along the Yarra River. Population growth: Victoria in Future 2008 Population Projections for Yarra suggest the municipality is expected to grow by 14,700 (+0.9% p.a.) to 2026. This is lower than the growth rate for the inner region (+1.8%p.a.) and the Melbourne SD (+1.5%p.a.). Independent population projections for Yarra suggest that the population will increase by 24,300, from 73,550 to 97,850 to 2026. This is an annual growth rate of 1.4% p.a. This reflects a lack of land availability for new residential development and a reliance on infill and redevelopment opportunities to support population growth. The majority of the population increase is expected to be accommodated in the Yarra North SLA which is expected to grow by 1.1% p.a. Employment composition will increasingly be challenged by changes in households and land values across Yarra where mixed use development is increasingly constraining established manufacturing and logistics firms through surrounding land use intensification. Pressure for mixed use developments in strategic locations: High land values and strong demand for higher density housing will see pressure exerted on Yarras business and industrial areas for redevelopment, particularly those in a high amenity, strategic location near public transport and main roads. Small business and industrial precincts

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along tram corridors are expected to come under pressure for redevelopment for mixed use developments to support high land values. Population composition: Yarra includes pockets of disadvantage particularly in the vicinity of Victoria Street, between Hoddle Street and Smith Street, and in the southern part of Brunswick Street. Further, Yarras business and industrial areas are increasingly being locked in and surrounded by an increasingly affluent and skilled population (higher advantage). This is most evident around the industrial area near the eastern end of Bridge Road which interfaces with the Yarra River where new high density residential development is occurring adjacent to an established industrial node. This development is driven by amenity considerations to capture the interface to the river, and accessibility to high skilled jobs in the inner region. The changing business mix within the industrial area is increasingly allowing high density residential development to co-locate. A skills mix which is becoming more advanced: Yarras skills mix is continuing to evolve in line with the economy requiring workers with more advanced skills, particularly for firms in the inner region. This will also have implications for business location decisions as firms are attracted to locations with a rich local skills base. This could see demand for business and industrial land change to allow greater flexibility in site usage including advanced manufacturing and office uses.

7.2

Supply Side Conditions

The key supply side implications for Yarras business and industrial areas are as follows: Total floorspace dominated by the Business 3 Zone: In 2010, 45% of all business and industrial floorspace was located within the B3Z. This totalled around 681,980 sqm of floorspace. This was followed by the IND1Z which accounted for 26% of total floorspace (392,790 sqm). This suggests that many of Yarras business and industrial areas are evolving away from core industry to include advanced manufacturing, supporting office uses and small scale distribution. Land use development is generally in accordance with zoning expectations: Yarras business and industrial areas are developing in line with the purpose of each zone. A common land use across all zones is office which is generally within the top 3 land uses across all zones. This suggests that market needs in Yarras business and industrial areas are changing with demand for office components in addition to other business and industrial activities. Larger scale industrial development shifting to nodes of metropolitan significance: Large scale industrial development is increasingly moving to the suburbs where high speed road access is available, lot sizes are larger, land and occupancy costs are cheaper, and traffic congestion is reduced. The Strategy should note the changing

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profile of industrial development recognising the location attributes required by larger firms moving to suburban locations.

7.3

Regional and Local Policy Context

The key policy implications for Yarras Business and Industrial areas are as follows: Yarras business and industrial areas are precinct-focussed: The policy review noted that some precincts such as the Gipps Street Precinct are maintaining viability through growing a critical mass of firms and industry specialisations. The industrial zones are no longer meeting the business development requirements of some precincts with greater flexibility required to incorporate higher order functions such as office through the Business 3 Zone. Economic restructuring is leading to changes in business development and land requirements: Manufacturing in Yarra is becoming more specialised and in turn, firms must evolve into higher order functions to remain competitive. Textiles, clothing and footware is still a sector which is operating in Yarra although increasingly, firms are evolving from traditional manufacturing into importers of high value textiles or are engaged in small scale, high value independent fashion labels. Population driven sectors are strong: The growing affluence of Yarras population is driving growth in population driven sectors such as Food and Beverage, Retail Trade and Arts and Recreation Services. These industries are also supporting the development of employment precincts through the provision of milk bars, cafes and retail trade. Growing affluence but pockets of disadvantage: Yarra has a well qualified and educated workforce however social disadvantage still remains in pockets across the municipality. These areas are characterised by low education attainment and high unemployment and underemployment. This is a reflection of the long history of migration to Yarra from countries where English is not the primary language. The City of Yarra has a history of providing support for these residents through local employment programs. The pockets of disadvantage also relate to the larger public housing estates established between 1950 and 1970 including the very visible high rise Housing Commission towers which are prominent features of Fitzroy, Collingwood and Richmond. Mixed use development pressure on Yarras business and industrial areas: The decline in traditional manufacturing in the inner city combined with high land values has led to pressure being exerted on Yarras business and industrial areas for residential and mixed use redevelopment. In some cases, low amenity, poor access and a critical mass of firms prevents residential encroachment however peripheral business and industrial zones with residential and public transport interfaces are undergoing redevelopment. These redevelopments are meeting the needs of high income earners which leverage access to the CBD and broader inner region.

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A rich base of local service industry: The inner region has retained large segments of service industry linked to the needs of a growing and evolving population. These activities include vehicle smash repairs and panel beaters for luxury and other vehicles. These firms are usually small businesses operating in a multitude of settings across the municipality from core industrial areas to isolated business pockets along main roads which leverage passing trade.

Traffic congestion is impacting on business development: Traffic congestion will hinder access to many of Yarras larger business and industrial precincts whilst high density built form affects circulation of larger vehicles. Consequently, larger scale manufacturing and logistics firms are relocating to the suburbs whilst localised manufacturing and logistics is becoming niche focussed and small scale to suit the local environment. Public transport is playing a role in supporting centres and employment precincts as parking shortages and congestion increases.

Addressing the challenges of a low carbon economy: A carbon constrained economy could impact significantly on Yarras business and industrial areas as transport costs increase for workers and freight. Increasingly, public transport could be relied upon for workers and in turn, drive centre based business development. Employment precincts along main roads will have high quality access although increased travel costs could see a transition to other forms of employment or residential development as workers seek an inner location close to employment in the CBD.

Preservation of heritage in an environment of change: Many of Yarras former manufacturing areas have a heritage quality which is worthy of retention. Whilst creative industries are moving into former industrial buildings, changing work and employment requirements could see pressure for redevelopment in those areas strategically located near public transport and the CBD. Adaptive reuse should be encouraged in these instances.

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7.4
follows:

Precinct Analysis

The key policy implications of the precinct analysis for Yarras business and industrial areas are as

Main road locations evolving from manufacturing to retail, office and showrooms: There are a range of main road corridors across Yarra such as precincts BS3, BS5, BS7, and BS8. Former industrial areas along Alexandra Parade are evolving into bulky goods retail and showrooms which capture business from passing trade. Hoddle Street and Victoria Parade are now attractive for car showrooms, restricted retail premises and other discretionary retail based on cheaper occupancy costs, high quality accessibility, and visibility to passing trade.

Core business and industrial areas should be preserved and allowed to evolve: There are eleven consolidated industrial or business nodes in Yarra which are evolving in line with the economic opportunities and constraints facing them. The internal arrangements of these precincts allow economic functions to be carried out with minimal disruption to adjoining interfaces and usually have a critical mass of firms and activities. Design issues at the interfaces need to be addressed, particularly to the Yarra River. Precinct CIB2 Easey Street Precinct is also evolving from a former industrial area into a business precinct linked to the creative industries and micro and small business development using former industrial buildings. Precincts CIB5, CIB6, and CIB7 are well established with interfaces to the Yarra River and contain large industrial firms which have invested in their buildings. BIS10 (Cremorne) is evolving into a creative industries precinct which is also housing Kangan TAFE, Colorado offices and a rich and diverse small business base.

Pocket business and industrial areas present opportunities for change: These precincts may be strategically located such as P11, P12, and P13 and do not generally have a critical mass and are reliant on passing trade. These areas are located in close proximity to public transport but do not reinforce these assets and therefore provide opportunities for change.

Stand alone office precincts: Two office park precincts are located in the municipality including along Heidelberg Road and the Botanicca Corporate Park. These are defined as OP1 and OP2. The Botanicca Corporate Park is strategically located near the inner-eastern suburbs and is located along the Swan Street tram corridor. It is located on the eastern periphery of the municipality and houses several headquarters including GE Capital. These precincts have developed over time and provide the municipality with the opportunity to grow core knowledge economy functions.

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Activity centre precincts: The Strategy will require clarity around expectations for edgeof-centre areas which may have a residual industrial character and interfaces with residential or open space. These areas may be strategically located near an activity centre but maybe difficult to access if located to the rear and are affected by complex one-way road systems. Offices provide an opportunity for edge-of-centre locations and the local market context suggests demand for small floor plate office spaces as opposed to large floor plate office buildings.

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DEVELOPMENT OPPORTUNITIES

This section identifies development opportunities for Yarras business and industrial areas. The section explores likely and unlikely development types, provides a framework matrix of development opportunities for the precincts and introduces evaluation principles.

8.1

Likely Development Types

For opportunity analysis purposes, it is expected that future development in Yarra will be mainly focused on the following land uses and development forms. 1. Mixed use developments Mixed use apartment developments (with shops and / or office usually at ground level and perhaps some upper levels) will be a primary development type in the future. 2. Retail showrooms and bulky goods stores Showrooms for furniture, cars and other bulky goods and major hardware stores is expected to continue in the future, particularly on major roads that offer high visibility and accessibility. 3. Retail complexes in activity centres Development of shops, large and small, will continue to occur in activity centres as centres adapt to changing demands and retail formats. 4. Commercial office conversions Re-use of industrial and other institutional buildings and sites for commercial development, in particular small and mid size office tenancies, is expected to occur in the future. This may be integrated with some retail activity in some cases. 5. Small offices complexes In addition to conversion of existing buildings for office use, it is expected that development of small office complexes, such as two or three storey buildings on main roads, will continue in the future. 6. Light industry and office warehouses The main future industrial development type is expected to be small office warehouse facilities, on stand-alone sites or in clusters on a renewal site. 7. Community facilities Establishment of large scale community facilities, such as in education, health and recreation uses can be expected in the future as the population of the municipality and region grows and changes in composition over time. 8. Major anchor land use expansions Major activities in Yarra will continue to go through investment phases resulting in floorspace growth. This applies to Epworth Hospital, Australian Catholic University, St Vincents Hospital, Botanicca Corporate Park, Victoria Gardens Retail Centre and the like.

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9. Major anchor land use transformations Some major industrial activities in Yarra could one day relocate out of the municipality and unlock major sites for redevelopment. A potential candidate is the CUB brewery, which could unlock a vast riverfront precinct for redevelopment, and stimulate investment in surrounding areas. Other similar major facilities could do the same.

8.2

Unlikely Development Types

Uses which are not anticipated to feature prominently in Yarra in the future are as follows. Large scale commercial office towers Large office complexes are generally clustered in recognisable office markets, such as the CBD, St Kilda Road and more recently Docklands. These established office markets provide firms with a recognisable address and prestige, the opportunity for face-to-face business contact and high quality road, public transport and information technology infrastructure. The established markets also have large sites for major office developments. Yarra has had some recent large scale office investments at the Botanicca Corporate Park and at spot sites near Victoria Street Richmond and Punt Road Burnley. However, Yarra is not an established prime corporate office market and is unlikely to achieve this status due to a lack of opportunity to establish a large cluster of office complexes in a precinct that offers high quality (and uncongested) road and public transport provision. Large scale manufacturing and logistics activity Major investment in large scale manufacturing and logistics activity is not expected to occur in Yarra in the future (although investment in existing operations could occur from time to time). Such activity is clustering in outer metropolitan nodes due in part to superior site and infrastructure attributes. Large scale shopping centres Major stand-alone shopping centres, such as regional and sub-regional facilities, are not expected to be developed in Yarra in the future due to the existing network of activity centres in the municipality and the recently established Victoria Gardens centre (which has absorbed much of the demand for shopping mall space in the region).

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8.3

Precinct Typology

In order to assist in understanding the attributes and potential future direction of precincts, the following typology was developed for the City of Yarra: Main Road Business Strip (coded BS); Core Industrial or Business Node (coded CIB); Pocket Industrial Precinct (coded PI); Stand Alone Office Precinct (coded OP); and Activity Centre Precinct (coded AC).

Each zoned area subject to this study is allocated to one of these five main precinct categories. Within each precinct category, there are numerous differences and variations however the main categories help to define the fundamental attributes of the each zoned area. The precinct categories are defined as follows. Main Road Business Strip (coded BS) These industrial and business precincts form an elongated corridor along the frontage of a main road, which is defined at a minimum as Major Road in Melway or higher in the road hierarchy, such as Arterial Road or Highway. Businesses in these precincts may have fully or partially adapted to the high level of accessibility and exposure to passing trade, and adopted a main road retail, showroom and office character (at least in part). Core Industrial or Business Node (coded CIB) These are relatively large (approximately 2 hectares or greater in area) and consolidated industrial or business nodes. Internal areas of the nodes provide opportunities for a range of businesses to operate with minimal sensitive interfaces. Outer edges of the precinct may however have residential, open space or River corridor interfaces. Pocket Industrial Precinct (coded PI) These are small industrial precincts (generally under one hectare). Most properties have interfaces with residential, open space or other commercial zones. Stand Alone Office Precinct (coded OP) These are consolidated office parks or buildings. Office is the dominant activity. Activity Centre Precinct (coded AC) These precincts are component parts of activity centres, but not zoned Business 1. They are either within or on the edge of a core activity centre, and may have a residual industrial character in part. In some cases, these precincts are distributed along a corridor through isolated pockets of business activity. The adjoining map incorporates these areas into a single precinct. This is shown through the use of red dashed lines.

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8.4

Main Opportunities for Precincts

The main candidate uses and / or developments for each precinct type are summarised below. This includes the opportunity to retain existing role. Opportunities can vary within precincts depending on specific attributes of properties (if relevant for the precinct). The following attributes are deemed to be significant factors in determining precinct development potential. Major road frontage; Local road frontage; Yarra River frontage; Residential interface; Activity centre interface; and Industrial / business core location (surrounded by industrial properties).

The opportunity matrix is shown overleaf.

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Table 13: Summary of Development Opportunities

2. Retail show room s and bulky goods stores 6. Light industry and office w arehouses

1. Mixed Use Developm ents Main Road Business Strip (coded BS) Major road frontage Activity centre interface Core Industrial or Business Node (coded CIB) Major road frontage Local road frontage Yarra River frontage Residential interface Industrial / business core Pocket Industrial Precinct (coded PI) Major road frontage Local road frontage Residential interface Activity centre interface Stand Alone Office Precinct (coded OP) Major road frontage Local road frontage Yarra River frontage Residential interface Activity centre interface Industrial / business core Activity Centre Precinct (coded AC) Major road frontage Local road frontage Yarra River frontage Residential interface Activity centre interface Key Significant Opportunity Opportunity Som e Potential

3. Retail com plexes in activity centres

4. Com m ercial office conversions

5. Sm all offices com plexes

7. Com m unity facilities

8. Major anchor 9. Major anchor land use land use expansions transform ations

10. Retain Exiting Role

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On the basis of the above assessment, the main opportunities for precincts are deemed to be as follows (albeit variable by site specific attributes). Main Road Business Strip (coded BS): Retail showrooms and bulky goods stores Commercial office conversions Small offices complexes Mixed use developments

Core Industrial or Business Node (coded CIB): Commercial office conversions Small offices complexes Light industry and office warehouses Retail showrooms and bulky goods stores Mixed use developments

Pocket Industrial Precinct (coded PI): Mixed use developments Retail showrooms and bulky goods stores Commercial office conversions Small offices complexes Light industry and office warehouses

Stand Alone Office Precinct (coded OP): Small offices complexes Retail showrooms and bulky goods stores Mixed use developments Community facilities

Activity Centre Precinct (coded AC): Mixed use developments Retail complexes in activity centres Small offices complexes Retail showrooms and bulky goods stores Community facilities

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8.5

Principles to Guide Opportunity Evaluation

The selection of a policy setting for precincts and their component parts requires evaluation against criteria. The criteria are to be defined in the next phase of the study but could include: Facilitating business clustering / agglomeration; Maximising benefits of the Yarra River corridor; Facilitating activity centre development; Maximising public transport investment; Minimising road congestion; Contributing to jobs growth and mix; Meeting industrial needs for the long term; Preserving blue collar job opportunities; and Maintaining/improving local amenity.

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APPENDIX A DOCUMENT REVIEW

Document Melbourne 2030: Planning for Sustainable Growth Department of Infrastructure 2002 Purpose Melbourne 2030 provides a framework for the growth and development of the Melbourne metropolitan area with a focus on protecting liveability. It also considers the links between metropolitan Melbourne and the main regional centres of Victoria, including Ballarat. City of Yarra Council Plan 2009 2013 City of Yarra Sets out the medium-term strategic direction of Council. This includes setting out the values and policy behind each stated council objective. o Key Directions A more compact city. Better management of metropolitan growth; Networks with regional cities; A more prosperous city; A great place to be; A fairer city; A greener city; Better transport link; and Better planning decisions, careful management Making Yarra more liveable: o Improve council delivery of services that affect liveability, such as town planning, roads, transport and waste management. This is to be undertaken through improved land use planning, advocacy for improved public transport, increase bicycle use, improve access to public space. Ensuring a more sustainable Yarra: o o o Ensure access to green spaces; Encourage local food production; and Promote Yarra as a leader in environmental programs Improved transport connections and liveability has the potential to make Yarra a more attractive retail and commercial location. Green programs could encourage a sustainable businesses sector of the local economy, as well as a Melbourne cluster. Social inclusion programs can provide a more engaged community, providing a range of benefits to local businesses. Lifelong learning and local employment programs will increase the quality of local employment, providing a diverse labour pool which can be readily tapped. Relevance to Business and Industrial Development in Yarra Promotes growth in central locations and consolidation of employment in activity centres: existing activity centres will be the focus of much new development. Yarra has a number of existing activity centres that will be the focus of investment and employment growth. Aims to invest in public transport solutions.

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Document

Purpose

Key Directions Serving Yarras community: o Accessible and integrated services to support the community; o o Encourage social inclusion; and Advocate for affordable housing initiatives. Supporting a diverse and dynamic Yarra: o o o Enhance local employment activities; Promote arts, cultures and communities; and Support lifelong learning. Building councils capacity and performance The state planning policy framework is structure around a number of key themes these include (with key objectives). Settlement: o Planning for future communities, that enables social, environmental and economic benefits. A settlement policy is provided in the context of delivering a network of activity centres, sufficient supply of land in the urban growth boundary, and adequate open space. Environment and landscape values: o This provides an objective to assist in the protection and conservation of biodiversity in Victoria.

Relevance to Business and Industrial Development in Yarra

State Planning Policy Framework

The state planning policy framework informs planning and responsible authorities of state planning policy, which should be taken into account when administering planning. The policies are directed at land use and development.

The state planning policy framework, provides a statutory basis for state policy that is required to be addressed in the City of Yarra.

The State Planning Policy Framework reinforces the Melbourne 2030 strategy. This encourages increased development of activity centres and the increased provision of employment opportunities through industrial development. Development is encouraged in areas that are highly accessible by transport.

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Document

Purpose

Key Directions Built environment and heritage: o The objective is to create safe urban environments that provide a sense of place and cultural identity. Housing: o The objective is provide housing which is able to meet community needs. Economic development: o The objective is to encourage business activity at a local level that meets the community needs in terms of retail and commercial services and employment opportunities. Transport: o Objective increase sustainable transport through the integration of land-use and transport. Infrastructure: o Objective to increase provision of renewable energy in site appropriate locations

Relevance to Business and Industrial Development in Yarra

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Document Inner Melbourne Action Plan

Purpose The Inner Melbourne Action Plan (IMAP) has been prepared to focus on actions required in order for Inner Melbourne to meet the objectives of Melbourne 2030; this is framed over a 5-10 year horizon. Sets out 11 regional strategies and 57 actions to make Inner Melbourne more liveable. The IMAP area covers the LGAs of Melbourne, Port Phillip, Yarra and Stonnington. At the time of the action plans release, Docklands was also included, though this has been subsequently absorbed into the City of Melbourne.

Key Directions 1. Celebrate the unique and concentrated 19th century heritage of the Inner Melbourne Region: o Protect the high quality heritage of built form, open space and local neighbourhoods. 2. Effectively link transport routes so that the Inner Melbourne Region is accessible throughout by walking, cycling and public transport: o Provide sustainable transport links, in particular pedestrian and cycling networks that are readily accessible and convenient. Also improve the connectivity of public transport. 3. Minimise the growing impact of traffic congestion: o Management of road space and traffic flows to reduce car congestion. 4. Increase public transport use: o Encourage public transport use through existing programs (TravelSmart) and increase efficiency of public transport without impacting on local amenity. 5. Plan to accommodate 90,000 more dwellings by 2030. 6. Support the distinct and diverse character

Relevance to Business and Industrial Development in Yarra The IMAP creates a setting to address issues that are common to the inner urban area of Melbourne. IMAP encourages increased transport provision, in particular public transport access. It addresses the aim to respect the built heritage of local areas, in Yarra the urban form and land use provide a historic link to past industry and urban development. Diversity is to be encouraged in activity centres and should maximise development opportunities that are respectful of existing uses and character.

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Document

Purpose

Key Directions of Activity Centres: o Account for the unique physical and social characteristics of activity centres, through structure plans. These structure plans should facilitate the regional and local role of activity centres as well as deliver high amenity urban environments. 7. Promote the Inner Melbourne Region as an investment location for knowledge rich business sectors: o Coordinated programs to bring together industry, local and state government. Collaboration with educational institutions. 8. Facilitate the growing importance of the Inner Melbourne Region as south-east Australias freight hub: o Support freight connections that preserve the amenity of inner Melbourne. 9. Substantially improve the environmental performance of the Inner Melbourne Region: o Planning schemes to address sustainable urban development. In particular in regards to residential development. 10. Complete the regional open space

Relevance to Business and Industrial Development in Yarra

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Document

Purpose

Key Directions network: o Fund the completion of the network, with a balance between regional and local uses and ecological and recreational. 11. Promote the Inner Melbourne Region as a tourism destination: o Encourage tourism promotions such as a map, enhance visitor experience.

Relevance to Business and Industrial Development in Yarra

Yarra Planning Scheme: Municipal Strategic Statement

Provides the land use and strategic planning objectives for Yarra. Provides a strategic basis for the application of zoning, overlays and particular provisions.

The following is the key directions of the MSS: Land Use: o To accommodate an increase in population, maintain balance within activity centres, to increase number and diversity of employment opportunities, provide accessible services and provide local open spaces. Built form: o Protect Yarras heritage, enhance the fine grain street pattern and enhance built form character of Yarras activity centres. Transport: o Provide networks that encourage sustainable transport movement. Environmental sustainability: o Promote ESD developments and

Provides an aim to increase the population and employment within the City of Yarra, with minimising the impact on local amenity and the environment.

Protect heritage area to preserve the character of the City of Yarra.

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Document

Purpose

Key Directions enhance public realm such as the Yarra and Merri waterways.

Relevance to Business and Industrial Development in Yarra

Yarra Industrial and Business Land Strategy Review 2004

To review industrial and businesses trends in land zoned Industrial 1 & 3 and Business 3 & 4 in Yarra and to make recommendations for the future zoning of such land.

Economic: o Demand for industrial land declined, however there was an increase in demand for business land through office type activities.

The Yarra Industrial and Business Land Strategy established the economic conditions which existed in Yarra in 2004.

This established key industry drivers and trends in regards to land use planning requirements. The Review noted the change in land use from manufacturing to commercial and retail whilst respecting key heritage sites.

Strategic: o Support higher density employment areas that are in close proximity to existing activity centres and high density residential areas. o Encourage the development of office and residential uses on existing industrial sites, in particular those in close proximity to activity centres and the Yarra River.

These conclusions are still relevant for business and industrial development in Yarra today, albeit with some refinements to precincts.

Land use: o Recognise Yarras mixed-use profile, recognise industrial development that can be supported in Yarra in the medium to long-term. Need to be flexible in the redevelopment of existing industrial sites and heritage sites.

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Document

Purpose

Key Directions Key precincts: o A number of key sites are considered and recommendations are made for the zoning of these land sites.

Relevance to Business and Industrial Development in Yarra

Yarra Open Space Strategy

Guides the future provision, design and management of public land in Yarra. The aim is to assist Yarra City Council over the next 10 years to meet the current and future needs of residents with regard to open space.

Establish a cohesive, linked open space network: o This includes the provision for new spaces and identifying gaps within the existing network. o Open spaces should be provided with the conversion of land uses, in particular the conversion of industrial to residential land use.

Gaps exist in the open space network where industrial and business land is located, often the sites of the highest population growth.

An improvement in the provision of open space can provide for a more attractive living and working environment.

Proposes the funding of open space through a more stringent development contribution system.

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Document Yarra Economic Development Strategy

Purpose The strategy provides a plan by which the City of Yarra can facilitate economic and employment growth, in order to improve liveability and wellbeing.

Key Directions Recognises the strategic advantages and challenges of Yarra for business including: o o Excellent access to the CBD; Rise in employment with change in industry profile; o o o o o Regionally significant retail industry; Young qualified population; Skills shortages may affect Yarra; High property values can affect development rates; Loss of employment land for residential conversion; and o Increased traffic congestion puts pressure on local infrastructure and decreases liveability. Enabling infrastructure: o Reduce time delays and costs caused by congestion, whilst providing high quality safe streets and neighbourhoods; o Encourage sustainable transport that reduces traffic congestion and improves access to goods, services and employment. Business support and growth: o Improved access for business to

Relevance to Business and Industrial Development in Yarra The economic development strategy will influence the development of commercial and businesses within the City of Yarra. By improving existing conditions as outlined in the strategy, Yarra will be able to provide a more attractive environment which to attract potential new businesses. Skills shortages however may negatively impact on the development potential of Yarra. The economic development strategy supports business that have a medium and long-term future in Yarra, this will result in a decrease in manufacturing based jobs.

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Purpose

Key Directions information and assistance; o Development of a supportive investment culture through providing a comprehensive network and training program; and o Achieve a high awareness of Councils services to business and as an investment opportunity. Workforce development: o Achieve a greater match of skills of the local workforce and those required by the local community. Visitor attraction: o Promotion of Yarra as a visitor destination. Key Economic precincts: o Develop employment precincts in a proactive and coordinated way. Regional collaboration: o Engage in regional level initiatives for the delivery of economic development.

Relevance to Business and Industrial Development in Yarra

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Document Smith Street Structure Plan

Purpose The Smith Street Structure Plan provides as a guide to Council for the consideration of planning applications. The plan also provides strategic recommendations for various public realm improvements.

Key Directions The Study area is from Alexandria Parade, along Smith Street, to Victoria Parade.

Relevance to Business and Industrial Development in Yarra The structure plan outlines key changes to be made to the Smith Street precinct. The precinct is a large employment region, through commercial and retail activity. The plan encourages a greater business mix to promote and improve the offering on Smith Street. Improved transport connections would enable increased movement and access, encouraging business and employment.

Activities: o o o Improve land use zoning; Encourage diversity of business along Smith Street; Promote and support activities in the arts precinct; and o Investigate possibility of community uses, such as childcare.

Public Spaces: o Protect parkland and open spaces from possible development; o Investigate appropriate locations for public art; o Undertake improvements to parks, open spaces and along street, including tree replanting; o o Audit footpaths; and Ensure streets are well lit at night

Transport: o Improve existing pedestrian networks; o Prioritise the movement of pedestrians across a number of

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Purpose

Key Directions streets; o o o Provide more footpath space; Prioritise movement of cyclists; Work towards making public transport a more attractive mode; o Work with public transport providers to increase frequency and quality of service; o o Ensure local car access is maintained Maintain no net change in on-street parking; and o Consider safer speeds through study area. Buildings: o o Protect heritage of area; Ensure that building finishes and massing reflects local character; o Create and maintain active street frontages; and o Require all new buildings to developed with minimal energy consumption.

Relevance to Business and Industrial Development in Yarra

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Document Victoria Street Structure Plan

Purpose The Victoria Street Structure Plan provides guide planning changes to the Victoria Street Precinct over the next 10-15 years and will also guide public investments.

Key Directions Activity: The centre should provide a range of services and needs that meets the needs of the local community, at walking distance. The centre should also provide speciality stores and emphasise the traditional strip shopping centre. Buildings: It is envisaged that the centres buildings will see different rates of change, some seeing greater change and development than others, appropriate building scale is highlighted. Transport: Highlights increased role of sustainable transport modes, with a reduction in through traffic of cars and trucks. Public Spaces: Emphasise the role of attractive public spaces in Victoria Street and connections to the Yarra River.

Relevance to Business and Industrial Development in Yarra Highlights that substantial change areas will see increased development, including the conversion of warehouses and coarse gain sites in Victoria Street East to a mix of residential and office developments. Maintenance of the industrial and employment focus of the CUB site, whilst existing fringe business developments will be enhanced.

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Document Cremorne and Church Street Precinct Urban Design Framework 2007

Purpose The Cremorne and Church Street Precinct Urban Design Framework provides a framework for the development and assessment of developments for the Cremorne precinct. Significant opportunities exist to improve the public domain and investment opportunities.

Key Directions The aim of the design framework is to recognise and maintain the urban form of Cremorne.

Relevance to Business and Industrial Development in Yarra The strategy influences the potential commercial development opportunities that will be available in the Cremorne area. It identifies areas where urban development and change could occur, increasing employment through conversion of industrial sites to commercial offices.

Land use and built form: o o o o Maintain low rise principals of the area; Preserve locally iconic buildings; Develop built form that is less dependent on cars; and Promote sustainable building design.

Public realm: o Promote vitality through improved access whilst minimising detrimental impacts from car traffic.

Partnerships: o Identify priorities and staging requirements and work collaboratively with state government.

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Document Yarra Activity Centres Review

Purpose The Activity Centres Review provides scope to improve the network of Yarras activity centres. The review also provides analysis of the potential for retail and commercial growth of each of Yarras activity centres.

Key Directions Retail turnover is expected to increase in line with expected moderate population growth.

Relevance to Business and Industrial Development in Yarra The existing network of activity centres heavily influences economic competiveness in Yarra. The review highlights that increased investment in public transport and promotion of the centres to visitors and business will enable the centres to prosper.

Community services need to be enhanced in the activity centres.

Centres should build on existing strengths to enhance market position as regional centres that draw catchment from wider Melbourne.

Improve public transport connections to facilitate non-car access to centres.

Promotion of cultural tourism to attract a greater array of visitors to Yarra.

Nurturing existing built heritage and sense of place is integral to the ongoing preservation of pride of place, community engagement and amenity.

Establish centres as places of employment as well as retail service centres, this can be achieved through encouraging key infrastructure such as broadband or meeting rooms, an increase in employment will further energise centres.

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Document Swan Street Structure Plan

Purpose The background analysis was undertaken in order to inform the Swan Street structure plan. The structure plan is aimed to inform land use and planning decision that will affect the long term operation of the centre.

Key Directions The area has around 16,700 jobs. The area has approximately 15,350 residents.

Relevance to Business and Industrial Development in Yarra The Swan Street Structure Plan addresses an area of Melbourne that by 2036 is expected to contain just over 1% of Melbournes total employment. The Structure plan will influence the development potential, and the scope and scale of any changes in land use and employment in the Swan Street precinct. There are many employment and development opportunities and strong underlying demand for employment uses.

Employment in business services and cultural and recreational services increased in the area. Simultaneously, there was a decrease in manufacturing. This reflects the movement of manufacturing and industry to outer suburban areas.

It is projected that employment and population will grow over the period to 2036.

145,00sqm of office floorspace will be required.

40,000sqm of additional retail, restaurant and accommodation floorspace will be required.

Demand for an extra 2,200 dwellings. Contraction of 32,000sqm of industrial floorspace.

Opportunities exist in certain precincts, ranging from low change areas to high change areas where large industrial sites can be

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