Alfrieda Street

Public Realm

Masterplan

April 2024

Acknowledgement of Country

We pay our respect to their Elders past, present and emerging. Council also acknowledges local Aboriginal and Torres Strait

Islander residents of Brimbank and their Elders for their ongoing contribution to the diverse culture of our community.

The City of Brimbank holds great significance as a historical trading and gathering hub for the Traditional Owners.

This region boasts a profound Aboriginal cultural and physical heritage. Within the municipality, there are 427 documented

sites of cultural heritage significance, as recorded in the Victorian Aboriginal Heritage Register, under the stewardship of

Aboriginal Victoria and the Aboriginal Heritage Act 2006. These places, landscapes, and objects embody the intricate and

evolving way of life of Aboriginal peoples over thousands of years.

Cover Image:

Drone photography of Alfrieda Street Activity Centre

Alfrieda Street Public Realm Masterplan

Contents

Executive Summary

Introduction

Vision

Design Principles

Understanding Alfrieda Street

Strategic Alignment

The Area of Study

The Voice of the Community

The Activity Centre

- Civic Walk

Residential area

- Nature Walk

- Neighbourhood Walk

Civic Walk

This commercial heart of Alfrieda Street will see widened footpaths, enhanced public amenities,

and increased greening, with a focus on pedestrian zones and outdoor dining.

Delivery Annual Upkeep Design & Delivery

Community

Activation Space

• Increased pedestrian and trading space

• Increased greening and canopy cover

• Increased Public Space and amenities

• Minimal loss of car parks and improved

access to Collins Street car park.

$2.1M*

$65K*

2027-2030

Footpath

Expansion

$2.2M*

$52K*

2028-2032

Nature walk

A green and water sensitive corridor that is friendly for pedestrians, cyclists, and local biodiversity.

Delivery Annual Upkeep Design & Delivery

Shared User Path

• Increased pedestrian and cycling space

• Increased greening and canopy cover

• Improved public space amenities

$450K*

$9K*

2027-2030

Suburban Park

$1.8M*

$22K*

2027-2030

Neighbourhood Walk

The residential stretch will be reimagined to encourage walking, with safe and accessible routes to

transport and local amenities, as well as increased tree canopy cover.

Delivery Annual Upkeep Design & Delivery

Shared User Path

• Increased pedestrian and cycling space

• Increased greening and canopy cover

• Improved public space amenities

$1.3M*

$5K*

2027-2030

Local Park

$150K*

$3.5K*

2029-2030

* Costings based on 2023 prices. All timeframes are subject to Council approval and budget allocation. Additional costs such as traffic man

agement during project implementation are excluded from costs.

The Masterplan envisions Alfrieda Street as a

vibrant community-focused corridor that prioritises

pedestrians and active living, enhances public

spaces, and fosters ecological resilience. It focuses

on improving mobility and safety, fostering social

cohesion, and supporting biodiversity.

Reflecting on two extensive rounds of community

consultation, the plan incorporates feedback that

emphasises the need for more greenery, safer

pedestrian crossings, and better cycling infrastructure,

while addressing key community concerns about car

parking and support to local businesses.

Alfrieda Street Public Realm Masterplan

Alfrieda Street Public Realm Masterplan

Introduction

Alfrieda Street is the commercial and cultural hub of St

Albans, recognised as one of the largest traditional strip

shopping centres in Brimbank, known for its authentic

food, strong arts and culture and its annual St Albans

Lunar Festival.

1

The Alfrieda Street Public Realm Masterplan (The

Masterplan/the Plan) is a strategic document outlining the

future direction for one of the most significant Activity

Centres in Brimbank. Situated within the Sunshine

National Employment and Innovation Cluster (SNEIC),

Alfrieda Street is positioned to become a vital community

hub, enriched by the diversity and energy of St Albans.

Brimbank City Council (BCC) has prepared this Masterplan

with input from local businesses, industry, and residents.

The goal is to guide a future of Alfrieda Street that

supports local economic growth, enhances public spaces,

and makes getting around easier. The Masterplan seeks

to make Alfrieda Street a place where people can live,

work, shop, dine, recreate and play, underpinned by the

principles of accessibility, inclusivity, and environmental

sustainability. This Masterplan is a demonstration of how

community ideas, combined with best practice urban

design and planning can lead to an exciting, vibrant, and

well connected precinct.

Encompassing the streetscape from Main Road West to

Taylors Road, the plan identifies three distinctive zones:

The Civic Walk, covering the shopping strip within the

activity centre, and the Nature and Neighbourhood Walks,

situated within the residential areas, each possessing a

unique typology.

The objective is to deliver a 10-year strategic blueprint

for the future of Alfrieda Street. The Masterplan, along

with the projects it introduces, will be reassessed in five

years to guarantee ongoing relevance and effectiveness.

As a non-statutory document, the Masterplan outlines

a vision, guiding principles, objectives and strategic

opportunities to inform the delivery of public realm capital

works, including upgrades to existing footpaths, streets,

landscapes, as well as cycling and pedestrian links. All

while preserving and enhancing the unique character

and lifestyle of Alfrieda Street. The key goals of this plan

include:

• Establishing Alfrieda Street as a central hub for the St

Albans community, reinforcing its significance in the

daily life and cultural fabric of the area.

• Directing the design and development of the street to

create a vibrant, safe, and inclusive environment that

caters to the diverse needs of residents and visitors.

• Facilitating advocacy and delivery of capital investment

and strategic projects that will bring about a tangible

transformation, making Alfrieda Street a more appealing

and functional space for all.

1 St Albans Activity Centre Precinct Structure Plan 2011

(Revised 2015)

Alfrieda Street Public Realm Masterplan

This Masterplan has been developed with multiple

audiences in mind. For the community of St Albans, It

acts as a platform for collective thought and discussion

about the future of Alfrieda Street. For landowners

and developers, this document offers insight into

the potential of Alfrieda Street’s transformation

underpinned by community aspirations and Council’s

objectives. For Council, this is an instrument to continue

advocating for design excellence in the revitalisation of

Alfrieda Street. It serves as a reference point for future

public realm upgrades and a benchmark for reviewing

new project proposals.

Inside this masterplan:

• The Vision:

Outlines the long-term aspirations for

Alfrieda Street.

• Historical, Contemporary, and Strategic Context:

Offers background information, setting the stage for

the proposed changes.

• Community Engagement Summary:

A snapshot of

the community aspirations and feedback and how they

have shaped the Masterplan.

• Urban Context Analysis:

A look at the current state of

Alfrieda Street, considering social, economic, and spatial

factors.

• Strategic opportunities:

Presents a design blueprint

for enhancing Alfrieda Street’s public realm.

The Alfrieda Street Public Realm Masterplan is the result

of a collective effort that began in 2021, led by Council’s

Urban Design Team and supported by a range of council

teams, including: Engineering Services, Environment,

City Planning, City Strategy, Community Projects,

Community Strengthening & Social Planning, Leisure

& Community Facilities, Youth Services, Community

Learning & Participation, Transforming Brimbank, as well

as the St Albans Place Manager. Specialist consultants

also provided expertise in areas like movement and place

analysis, integrated water management, placemaking, and

community engagement.

Importantly, this document encapsulates the

perspectives of St Albans local community, garnered

through two extensive phases of public consultation in

March-May 2021 and November-December 2022. It also

integrates insights from key government authorities

such as the Department of Transport and Planning (DTP),

Department of Environment, Land, Water and Planning

(DELWP), Department of Jobs, Precincts and Regions

(DJRP), and Melbourne Water, ensuring a comprehensive

approach to the development of Alfrieda Street.

Alfrieda Street Public Realm Masterplan

The Masterplan does not contain actions or guidelines

that influence private land development. These aspects

fall under separate regulatory frameworks such as the

St Albans Activity Centre Precinct Structure Plan and are

not addressed in this document.

This Public Realm Masterplan identifies and explores

a number of key moves and opportunities to enhance

the quality of the streetscape within Alfrieda Street.

However, its purpose is only to set the stage for

future projects and does not provide detailed designs

for their delivery. If Council decides to advance in

the implementation of the ideas presented here,

they would be subject to additional detailed design

processes, including possible further rounds of

community engagement.

The public realm encompasses openly accessible

spaces such as streets, squares, parks, and footpaths.

It includes the areas between and within buildings

that are freely available to everyone. Beyond its

physical presence, the public realm serves as the

‘glue’ that holds cities together. It is the places where

people meet, interact, relax, and engage in community

activities.

2

Hampshire Road Public Realm

• Detailed study of existing Plans,

Strategies, and Policy

• Analysis of planned works in and around

the study area

• Analysis of site conditions, existing issues,

and opportunities

• Collaboration with various teams and

insights from specialised consultants

• Gathering information on the strengths

and weaknesses of the existing

environment

• Identification of key issues, priorities,

objectives, goals, and possible actions

• Review of Draft Master Plan prior to

community engagement

• Preparation of Draft Master Plan

• Council Meeting Endorsement to Consult.

• Community engagement to obtain

feedback on Draft Masterplan

• Obtaining feedback on the revised

Master Plan.

2 Mayor’s Design Advisory Group, Public London: Creating

the best public realm, London, 2016, pp.

Alfrieda Street Public Realm Masterplan

The Vision for Alfrieda Street

It integrates culture and tradition with emerging technologies, and continues to be a bustling Activity Centre,

Alfrieda Street is full of people and vibrancy during the day and night, all year round. It’s a place where businesses

flourish, and people of all backgrounds feel safe and welcome.

Alfrieda Street is a resilient, nature-focused urban environment where local flora and fauna thrive. It exemplifies

modern urban places , blending community well-being, environmental sustainability, and cultural richness into a

distinctive and engaging street.

Alfrieda Street Public Realm Masterplan

Alfrieda Street Public Realm Masterplan

Design Principles

The vision for Alfrieda Street is underpinned by the following principles:

Ensures public spaces

are safe, accessible, and

welcoming for everyone.

Creates opportunities for local

business growth, encouraging

community interaction and

support for local commerce.

Encourages the use of walking,

cycling, and public transport as

primary modes of daily travel.

Celebrates St Albans’ multicultural

heritage, offering spaces

for cultural expression and

community celebration.

Integrates smart technologies

for an intelligent urban

ecosystem, enhancing quality of

life, environmental health, and

economic vitality.

Offers free experiences and

activities with a distinctive

cultural profile. Visitors choose

to stay longer, return, and invest

in the area.

Adapts to climate-related

stresses and shocks, promoting

a sustainable and thriving

environment.

Implements integrated water

management to enhance

groundwater quality, reduce

flooding, and enrich urban

biodiversity.

Prioritises nature in design,

transforming the street into a

park-like environment where

nature is considered a stakeholder.

Alfrieda Street Public Realm Masterplan

Understanding Alfrieda Street

Alfrieda Street sits at the heart of St Albans, a suburb

steeped in diversity and activity within the City of

Brimbank. Geographically demarcated by Taylors Road

to the north and Sunshine Avenue to the east, with the

Western Ring Road and Jones Creek drawing the southern

boundary, and bordered by Gladstone Street, Station Road,

and Kings Road to the west, this area forms an integral

part of the Horseshoe Bend Ward.

Approximately 16km from the CBD, St Albans is

strategically positioned along the same urban corridor as

the Footscray Central Activity District and Sunshine Town

Centre, making it an influential local and sub-regional

player within Melbourne’s west.

Regional Map showing St Albans in relation to

Sunshine and Melbourne CBD

Sunshine

Footscray

CBD

St Albans

At the heart of St Albans is the train station precinct, with

Main Road (East and West), Alfrieda Street, and St Albans

Road serving as key connectors. These thoroughfares

unite at the centre of the activity area, which is

envisioned to grow into a high-quality, people-focused

hub with a strong local ‘feel’. The plan is to develop a

network of streets and public spaces surrounded by

contextually responsive buildings, all scaled to foster a

sense of activity and safety.

3

With the western region’s growth, Brimbank’s

infrastructure, including roads and community services,

is expected to come under pressure, both from the local

increase in population and from the spillover effects

of growth in neighbouring municipalities. Moreover, as

Sunshine undergoes gentrification, St Albans is likely

to emerge as an attractive alternative for affordable

housing, drawing those seeking proximity to transport

and amenities. This shift will likely see St Albans develop

its distinct identity, characterised by accessibility and

community-centric development, further solidifying its

role as a vibrant and essential precinct within the broader

metropolitan context.

The heritage of St Albans, encapsulated by Alfrieda

Street, stretches back millennia and continues to evolve,

shaped by the diverse communities that call it home.

The land in and around Brimbank is part of the traditional

country of the Wurundjeri and Bunurong peoples of the

Kulin Nation. For over 60,000 years before European

settlement, this area has been a place of gathering,

ceremony, and sustenance, a testament to the enduring

relationship between the First Peoples and their land.

Sadly, there is little information around Indigenous history

in western regions and their ways of living. What’s known

is that the clans caring for the land in this area quickly

disintegrated post European Settlement. However,

elements of this indigenous heritage remain etched into

the landscape.

NAIDOC Smoking Ceremony

The natural landscape of St Albans was once dominated

by the Plains Grassland Ecological Vegetation Community

(EVC), a rich ecosystem that flourished on the area’s

fertile volcanic soil. Today, Alfrieda Street is built upon this

same volcanic foundation, characterised by bluestone

and clay. Features that would be important to bring to the

surface and integrate as part of a future material palette

that helps us maintain the link to the land’s ecological past.

3 St Albans Activity Centre Precinct Structure Plan 2011

(Revised 2015)

Alfrieda Street Public Realm Masterplan

The arrival of European settlers in the 1830s introduced

a new chapter in the history of St Albans. The fertile

volcanic plains attracted pastoralists and farmers,

shaping the area’s agricultural beginnings. As Melbourne

expanded, so did St Albans, evolving from farmland

to an “architect-designed” suburb of Brimbank when

Cosmopolitan Land & Banking Company moved to the

area as the result of the new train station.

The community hubs were one of the very integral parts

of the migrant communities’ life in St Albans. The land of

Errington Reserve located opposite the ‘Tin Shed’ was

donated by Alice Errington to the people of St Albans in

the 1930s and became the place for many community

fêtes and bazaars. Similarly, the ‘Tin Shed’ has been a

centre of local sports, arts and social life, with dances,

concerts, classes and groups, involving thousands of

young people since 1954.

The aftermath of World War II saw a significant influx of

European migrants, drawn to St Albans by the promise

of employment in nearby industries and affordable land.

This period saw St Albans grow into a diverse community

with a strong sense of local identity and community spirit.

In recent decades, St Albans has continued to attract

diverse groups, including significant Vietnamese, Indian,

and Maltese communities. These communities have

contributed immensely to the suburb’s identity, bringing

with them a rich tapestry of languages, cuisines, and

traditions. This has transformed Alfrieda Street into

a bustling multicultural hub, renowned for its array

of shops, eateries, and annual cultural festivals that

celebrate its diversity.

Alfrieda Street local shop

Brimbank City Council, through this

Masterplan, acknowledges the importance

of respecting and integrating these cultural

connections into the future of the precinct.

We aim to actively and meaningfully engage

with the Traditional Owners to bring

their stories of the country into the site

and preserve the ecological and cultural

narratives that define the area.

St Albans is a suburb well known for its multiculturalism,

it is home to residents from various backgrounds being

Vietnamese (25.7%), English (7.5%) and Australian

(7.9%) the three largest ancestries, according to the

2021 census. Over half of the local population were born

overseas with Vietnamese, Indian, Filipino, and Maltese

communities being particularly prominent. This cultural

diversity is reflected in the languages spoken at home,

the variety of cuisines available, and the numerous

cultural festivals celebrated throughout the year.

However, this diversity also brings challenges such as

language barriers and social integration.

Overall, St Albans enjoys a balanced demographic profile.

In only a few years, the median age has shifted from

a higher proportion of older adults (people over 60) to

being a predominantly younger population between

the ages of 20 to 39, according to the 2016 and 2021

censuses. This demographic shift aligns with the

projected growth for the area; therefore, it is important

to provide both accessible and equitable infrastructure

for the ageing population and welcoming spaces for the

new generations.

‘Young St Albans’s resident at Community

Consultation Round 1

Alfrieda Street Public Realm Masterplan

Strategic Alignment

This Masterplan’s strategic rationale has been built

upon the key learnings and directives from both state

and local planning frameworks. It is underpinned by

Council’s commitment to creating sustainable, accessible,

and vibrant neighbourhoods, while reflecting a deep

understanding of and response to the community’s

aspirations and needs. The strategic context outlined

below provides a foundation for understanding how this

Masterplan is positioned as an important step towards

realising “A transformed Brimbank that is beautiful,

thriving, healthy and connected”.

4

Plan Melbourne Plan Melbourne (2017-2050) , as the

Victorian Government’s blueprint for Melbourne’s

growth over the next three decades, identifies St

Albans as a Major Activity Centre and an integral part

of the Sunshine National Employment and Innovation

Cluster (Sunshine NEIC). This designation not only

highlights St Albans’ importance but also positions it as

a key focal point for strategic urban development and

growth in the coming years.

The Alfrieda Street Public Realm Masterplan has been

significantly shaped by the 20-minute Neighbourhood

principle. Championing the concept of ‘living locally,’ we aim

to create a community environment in St Albans where

residents can conveniently meet most of their daily needs

within a 20-minute walk from their homes.

In bringing this principle to life in St Albans, the focus is

on thoughtful urban design that prioritises active living,

green and pedestrian friendly streets, and easy access to

local amenities and services.

Drawing upon Brimbank City Council’s successful

implementation of the 20-Minute Neighbourhood

Suburban Revitalisation Program in Glengala Village

in Sunshine West, we plan to leverage these valuable

insights to create healthy, well-connected, thriving

neighbourhoods within the municipality.

4 Together We Are Brimbank - Community Vision 2040, Council

Plan 2021-2025 and Municipal Public Health and Wellbeing

Plan.

Hallmarks of the 20-Minute Neighbourhood

Source: Creative a more liveable Melbourne, DTP

Alfrieda Street Public Realm Masterplan

In line with Council’s overarching strategic directions, the Alfrieda Street Public Realm Masterplan is designed to transform

St Albans into a thriving, interconnected community. This transformative vision is underpinned by two key strategic

documents, the St Albans Activity Centre Precinct Structure Plan (Revised 2015) and the Go St Albans Town Centre Action

Plan (2019-2024), each playing a significant role in shaping the Masterplan.

The Structure Plan lays the foundation for envisioning

St Albans as an attractive, safe, and vibrant hub,

accentuating the importance of high-quality public spaces.

It underscores the need for an accessible and welcoming

town centre that prioritises pedestrians and cyclists. In line

with this vision, the Masterplan adopts an urban design

strategy that encourages a dynamic and interactive urban

landscape. The emphasis on pedestrian infrastructure

and public realm enhancements directly informs the

Masterplan’s approach to crafting engaging and functional

public areas.

The redevelopment of the St Albans Library has been

identified as a priority project under investigation in

several Council strategic documents. Its significant

role as one of St Alban’s key community hubs presents

a unique opportunity to also improve the public realm

around it. Relevant strategic documents include the

Brimbank Library Strategy, which emphasises the need

for spaces for community to meet, read, and create; the

St Albans Library and Deer Park Library Preliminary Study,

which highlights the Library’s need for expansion and

modernisation; the Brimbank Community Services and

Infrastructure Plan 2018-2038, that identifies long-term

community facility needs; and the Go St Albans Town

Centre Action Plan, which advocates for improved public

spaces. Collectively, these documents highlight the

importance of community-focused spaces, the need for

adaptive and accessible facilities, and the library’s role in

fostering community interactions and wellbeing.

The Action Plan aspires to establish St Albans Town Centre

as a renowned destination for food, art, and culture.

It advocates for a thriving, dynamic, and multicultural

environment that appeals to residents, businesses, and

visitors alike. The Masterplan integrates this vision by

supporting the infusion of cultural and artistic elements

into the urban fabric of Alfrieda Street, enhancing its

unique identity. Additionally, the focus on improving

physical connectivity and maintenance within the town

centre is echoed in the Masterplan’s efforts to upgrade

the streetscape and enhance overall connectivity.

Source: Cover Page of Go St Albans Town Centre Action Plan

2019-2024

Welcome to St Albans Mural by Youth Services Artists

Source: Green Magazine

North Fitzroy Library Forecourt

Alfrieda Street Public Realm Masterplan

The Area of Study

Brimbank Aquatic &

Wellness Centre

St Albans North

Primary School

Catholic

Regional

College

St Albans

Library

St Albans

Station

St Albans

Activity Centre

Main Road W

Main Road E

Biggs Street

Taylors Road

Errington Reserve

Senior

Citizens

Centre

The area of study of this Masterplan encompasses

the public realm within Alfrieda Street, stretching

from Main Road East to Taylors Road in St Albans. This

area is further segmented into three distinct sections:

These include the Civic Walk, situated within St Albans

Activity Centre and the Nature and Neighbourhood

Walks, both situated along the residential zone of

Alfrieda St. The Street links key community landmarks

such as St Albans Train Station, St Albans Library and

Brimbank Aquatic & Wellness Centre.

Civic Walk

From Main Road East to Linda Street.

This commercial heart of Alfrieda Street will

see widened footpaths, enhanced public

amenities, and increased greening, with a focus

on pedestrian zones and outdoor dining.

Nature Walk

From Linda Street to Biggs Street.

A green and water sensitive corridor that is

friendly for pedestrians, cyclists, and local

biodiversity.

Neighbourhood

Walk

From Biggs Street to Taylors Road.

The residential stretch will be reimagined to

encourage walking, with safe and accessible

routes to transport and local amenities and

increased canopy cover.

Alfrieda Street Public Realm Masterplan

The Voice of The Community

To ensure the Masterplan accurately reflects the

perspectives, needs, and aspirations of those who live,

work, and visit Alfrieda Street, Council conducted two

exhaustive rounds of community consultation.



The First round of w sought to gather initial community

input to spark ideas that could inform future upgrades for

Alfrieda Street. The community helped us identify the

precinct’s key assets, issues, and some changes that could

help enhance the overall experience of the street.

Engagement was carried out through a variety of

engagement methods, including Council’s ‘Your Say’

online platform as well as in-person activities, supported

by multilingual communication materials in English,

Vietnamese, Arabic, and Punjabi. This phase successfully

engaged over 440 participants, who provided valuable

insights into Alfrieda Street’s strengths, challenges, and

priorities for future improvements.

440

Participants

Collateral in

4

Languages

Local resident providing feedback at Community

Consultation Round 1

The places to sit and relax

The vibrant, busy atmosphere

The library

The diversity and

quality of food and

restaurants

The variety of retail

and grocery

shopping options

Alfrieda Street Public Realm Masterplan

• Movement and accessibility, including traffic congestion and parking issues. Many participants typically drive to

the area, though there’s openness to walking or cycling alternatives.

• Safety and comfort, particularly at night, emerged as significant concerns, despite daytime visits being perceived

as generally safe.

• Some areas and structures are viewed as outdated and lacking vibrancy.

For the Activity Centre:

Wider footpaths,

outdoor dining and

trading

Shade trees

and planting

Seating, drinking

fountains, bins/

recycling

Spaces for

community

gatherings/events

Easy access to

car parking

For the Residential Area:

Shade trees

and greenery

Spaces for

community events

and gatherings

Wider footpaths,

outdoor dining

and trading

Connection to

public transport,

safer crossings

Adequate

car parking

Alfrieda Street Public Realm Masterplan

Round 2 took place from 7 November to 2 December

2022 and focused on presenting the Draft Alfrieda Street

Master Plan to the community, gathering feedback for

refinement. The Draft Master Plan introduced the concept

of subdividing the street in three distinctive sections:

The Civic Walk, The Nature Walk, and the Neighbourhood

Walk, each characterised by its unique use, character, and

structure. The Master Plan outlined two options for the

Civic Walk section, both designed with the aim of equitable

space allocation. The key difference between these

options was the positioning of the public realm. In Option

1, the public realm was located on the west side, while in

Option 2, it was primarily on the east.

As with consultation Round 1, Council reached out to

the local community, businesses and industry through

a variety of online and in person engagement methods,

these included: listening posts, surveys, drop-in chats,

and a series of key stakeholder workshops. In this round,

materials were made available in three languages (English,

Vietnamese, and Arabic), and a Vietnamese-speaking

facilitator was available at on-site workshops.

We gathered the voices of 350 participants, of which 70%

were new respondents, bringing fresh perspectives to

the table. These new voices provided valuable insights,

particularly on some of the strengths and challenges

previously identified in Round 1.

This round also included a walk-shop with the St Albans

Partnership Group, led by City Strategy. This walk

shop was attended by representatives from St Albans

community, local business owners, Victoria University and

Victoria Police and focused on an interactive discussion on

future practical improvements.

350

Participants

70%

New voices

Vietnamese

Facilitator

Overall, the feedback on the Draft Masterplan was

predominantly positive. About 66% of respondents

indicated their approval of the plan. Among the local

businesses and the Business Association, there was

general support for the overall vision of the Masterplan.

The proposed improvements to the Nature Walk

and Neighbourhood Walk areas were particularly

well-received, as they were seen to complement the

vibrant shopping strip in the Civic Walk area. However,

concerns were raised regarding the potential impact

of parking arrangement changes, especially within the

Activity Centre.

66%

Supported the Vision

Alfrieda Street Public Realm Masterplan

More greenery, trees and

shaded spaces

Better footpaths and

cycling routes

Less traffic congestion

Increase of public spaces

Losing car parking or issues with

relocation of car parking spaces

Potential increase in antisocial behaviour

due to more available spaces

Disruptions to business activities

A notable development during this round was the

receipt of a petition signed by 848 traders. This petition

expressed strong concerns about the reduction of car

parking spaces in the Civic Walk area, a sentiment that was

consistent across both proposed options of the Master

Plan.

During this stage of engagement, two potential quick win

opportunities were identified:

1. To collaborate with local business owners to

accommodate more artistic murals.

2. To continue the shop front façade improvement

program to further enhance the attractiveness of

businesses on Alfrieda Street.

Both the Nature and Neighbourhood Walks were overall

well received by the community. Key themes included

support for environmental elements and green spaces,

a desire for less traffic, and concerns about safety and

undesirable activities. A notable submission was Grow

Church’s, which requested that any future designs

include vehicle access to the church’s main entrance on

Alfrieda Street.

The feedback and insights gathered during this

consultation round highlighted the community’s

apprehension about changes that could affect the

commercial vitality of the Civic Walk. These concerns were

primarily centred around the loss of car parking, which was

perceived as crucial for the accessibility and convenience

of customers visiting the shops and businesses along

Alfrieda Street. The initiatives outlined in this Masterplan

have been developed in direct response to these

community concerns.

The Civic Walk

The Civic Walk runs along Alfrieda Street from Main

Road East to Linda Street, nestled within St Albans

Activity Centre. This area is known for its lively and

bustling atmosphere, characterised by open stores,

vendors selling fresh produce, and eye-catching

displays of fruits, vegetables, and seafood that

overflow onto the street.

Alfrieda Street, as it stands today, is primarily

dominated by car usage. A significant majority of

the space is allocated to vehicles (58% for the

section within the Activity Centre), Also within the

Civic Walk, spaces for pedestrian mobility account

for 25% and green spaces only 17%. Notably, there

is no dedicated space for cycling, which presently

constitutes 0% of the dedicated street’s usage. The

tree canopy and spaces designated for pedestrian

use are markedly low, compared to the municipal

average, this imbalance favours vehicular traffic

and generates a series of issues that impact the

overall experience of place and functionality and

movement within the precinct.

Y

Allocated to Cars

58%

Pedestrian Spaces

25%

Permeable Surfaces

17%

Cycling Areas

0%

Tree Canopy

9%

Tree

Canopy

Linda St

Mclvor Rd

Elaine St

Main Road East

St Albans

Train Staion

Collins St

Car Parking

Not to scale

Alfrieda Street Public Realm Masterplan

In a study of Alfrieda Street’s Activity Centre, pedestrian

and cyclist activity was closely monitored over a period of

two weeks. Observations were recorded during 12-hour

sessions from 7am to 7pm across Wednesdays, Thursdays,

Saturdays, and Sundays. The findings painted a detailed

picture of movement within the area:

Cyclists, on the other hand, showed a

preference for the west side of the street. This

trend may be attributed to less congestion on

the footpaths, providing a more navigable route

for bicycles. The cyclist count along various

sections of the west side, such as 67 near the

southern end, suggests that despite the lower

numbers compared to pedestrians, there is a

consistent presence of cyclists.

The data revealed a significant concentration

of pedestrian movement on the east side of the

street, particularly at the southern end near the

cluster of grocery shops. Notably, the pedestrian

count reached its peak in this area, with numbers

such as 11,535 indicating high foot traffic.

Low activity (Less than 2500 people or 12 bikes)

High activity (More than 25,000 people or 120 bikes)

Heatmap diagram showing the results of pedestrian and cyclist movement study.

The map shows red in high activity areas and a colour gradient down to green on low activity areas.

Alfrieda Street Public Realm Masterplan

Currently, a series of challenges impact the quality of

urban life and the viability of the Activity Centre. These

include:

Wide roads and

median parking form considerable barriers,

disrupting the flow of pedestrians between the

train station and the town centre. This fragmented

connectivity hinders the ease of movement that is

essential for a pedestrian-friendly environment.

Illegal double parking, coupled with

wide traffic lanes, contributes to congestion, complicating

the transit experience, and presenting safety risks for all

street users.

The current

infrastructure does not adequately support walking and

cycling, which are critical components of sustainable urban

mobility. Neglecting this aspect would fail to cater to the

needs of a community where active transport is rooted in

cultural identity and daily routine.

The streetscape

offers little protection against the sun, rain, and

wind. Without adequate shelter, the street is less

accommodating for shoppers and visitors, reducing

the overall appeal of the area.

Large expanses of asphalt

contribute to a heat island effect, elevating temperatures

and causing discomfort.

Illegal dumping of rubbish

has been reported, detracting from the street’s appeal and

creating health and safety concerns.

The existing green

spaces are cut off by roads and are not being used to

their full potential.

The footpaths are found

to be narrow and overcrowded, limiting mobility and

the opportunity for social interactions. Wider, less

cluttered footpaths are necessary to foster a welcoming

atmosphere and encourage more walking.

The links to the car parks along

Collins Street are perceived as unsafe and difficult to

access for pedestrians, generally discouraging people from

utilising them as their first parking option, thus congesting

the ‘higher-value’ spots along Alfrieda Street.

There is currently a Public Adquisition Overlay in place

to enable opportunities for improved pedestrian access

through to Collins Street, including:

• Victoria Crescent to Alfrieda Street through new

development;

• Alfrieda Street to Collins Street

A car dominated street with illegal double parking

Unappealing, unprotected footpaths

Trucks parked on laneways connecting Collins Street

Car parks with Alfrieda Street

Alfrieda Street Public Realm Masterplan

Create a safe, appealing area for day-to-night dining

and trading, supporting lively street culture and

community events.

5

St Albans Activity Centre Precinct Structure Plan,2011.

Streamline traffic, improve public transport flow, and

prioritise pedestrian and cycling routes to enhance

connectivity and reduce congestion. “People enjoy

priority over traffic, and it is easy to get around.”5

Increase the tree canopy cover and green spaces to

enrich urban comfort and optimise the use of space

for community activities without reducing overall

parking availability.

Alfrieda Street Public Realm Masterplan

• Provide a high-quality paved route that

comfortably accommodates both pedestrians

and bikes.

• Ensure the area is designed to feel welcoming

for all, is well lit and promotes a safe

environment at night.

• Design green spaces for biodiversity, taking into

consideration the needs of non-human species.

• Strategically place amenities like seating,

bicycle parking and toilets to enhance

convenience and comfort.

• Utilise integrated water management practices to

optimise the use of road run-offs.

• Subject to detailed traffic impact assessment,

consider the closure of Elaine Street to create a

larger public community space while reducing the

impact on car parking.

• Investigate the implementation of digital parking

sign showing available spots in surrounding

streets and car parks.

• Investigate opportunities to improve

pedestrian safety and amenity in adjacent

laneways and car parks.

Strategic alignment:

Cycling and Walking Strategy;

St Albans Activity Centre Precinct Structure

Plan,2011

• Increase pedestrian and trading space with

dedicated zones for outdoor dining, trading and

events, featuring shade trees, landscape plantings

and structural soils to support healthy tree growth.

• Establish informal meeting and resting

areas with suitable all-weather structures,

encouraging play and interaction.

• Ensure parking spaces are allocated in appropriate

locations for short term (including delivery vehicles)

and longer stays.

Strategic alignment:

St Albans Activity Centre

Precinct Structure Plan,2011.

* Please note that this map is intended solely for illustrative purposes. It does not represent a detailed design nor does it provide specific

design outcomes.

Footpath Extension/Improvement

Community Activation Space

Existing trees

New trees

Opportunity for new pedestrian access,

St Albans Activity Centre Precinct Structure Plan

Mclvor Rd

Elaine St

Main Road East

Alfrieda Street Public Realm Masterplan

Artist impression of revised design for Alfrieda Street including outcomes of community consultation

Source: WW+P

Alfrieda Street Public Realm Masterplan

Tarneit Wayfinding trail

Dance-O-Mat, Christchurch, New Zealand

These initiatives have been identified and will be further

investigated to determine if they can deliver quick wins.

These projects will be subject to budget considerations.

• Activate the laneways between Alfrieda Street and

Collins Street to provide a safer and overall better

experience for pedestrians and to encourage the

utilisation of the Collins Car Park. This includes

placemaking and public art interventions i.e. Laneway

murals, lighting, etc.

• Develop a wayfinding strategy to improve navigation

within the precinct and reinforce the place identity.

• Maximise the use of existing public space through pop

up activations targeted to youth and vulnerable groups.

‘In Between Two Worlds’ by Jason Wing.

Laneway art on Little Hay Street, Sydney

Source: City of Sydney

Source: Gap Filler/VicHealth Community Activation Program

Source: Wyndham City Council

Alfrieda Street Public Realm Masterplan

Council acknowledges that

car parking has been a critical

concern for the community, made

evident during the two rounds of

consultation and in conversations

with local groups and businesses.

In response, this Masterplan

has been carefully developed to

address this concern and enable

St Albans to flourish while causing

the least impact to the current

number and accessibility of car

parking spaces.

The revised plan proposes the

removal of 41 car parking spaces

along the Civic Walk. To mitigate this,

approximately 15 new spaces will be

added on Nature Walk, leading to a

net loss of 26 spaces.

Council has developed a car park

concept plan for Collins street

which will provide a total of 180

car park spaces. Parallel to the

production of this Masterplan,

there have been substantial

enhancements to the Collins Car

Park. When the first consultation

began in 2021, Collins Car Park

had 109 available spaces. By the

second round of consultation

in 2022, ongoing construction

work had reduced the number

to 106. With the completion

of these works, the car park’s

capacity has expanded to 146

as of 2023. This expansion

not only compensates for the

spaces set to be removed by the

proposal in this Masterplan, but

also adds a net gain of 37 spaces

since the issue was first raised in

consultation round 1.

Potential for 15 new car spaces

49

2021 - During Consultation Round 1 -

20 20

20

49

37 40

20

2023 -

49

20

20

2022 - During Consultation Round 2 -

Alfrieda Street Public Realm Masterplan

The Nature Walk

Y

Allocated to Cars

38%

Pedestrian Spaces

9%

Permeable Surfaces

53%

Cycling Areas

0%

Tree Canopy

14%

The Nature Walk section runs between Linda Street

and Biggs Street on Alfrieda Street. It is envisioned as

a tranquil, green oasis that encourages a connection

with nature while facilitating calm and leisurely

mobility. Lined with trees and landscaping. It is

designed to be a pedestrian-prioritised zone that

supports local biodiversity.

The residential areas of Alfrieda Street, encompassing

the Nature Walk and Neighbourhood Walk sections,

exhibit a different distribution of space usage compared

to the Activity Centre. In these residential sections,

the allocation of space reflects a greater emphasis on

pedestrian accessibility and greenery.

Notably, the Nature Walk allocates a greater percentage

of the street to green spaces (53%) which presents an

opportunity for a better biodiversity link and the provision

of a greater tree canopy cover.

Not to scale

Biggs St

Craigielea Ave

Alexina St

Linda St

The residential area Alfrieda Street, from Linda

Street to Taylors Road, is currently marked by several

conditions that pose challenges to creating a people

friendly environment:

The wide, straight roads in the

residential area inherently prioritise vehicles, which can

lead to inappropriate speeding and compromise the safety

and comfort of pedestrians and cyclists.

The current streetscape

offers minimal shade and protection from the elements,

which discourages walking and cycling.

The primary school in the area

lacks a welcoming or visible presence to the street, missing

the opportunity to integrate educational spaces with the

community actively.

Unmaintained

nature strips, litter, and instances of illegal dumping

negatively impact the area’s visual appeal, detracting from

the quality of the local environment.

The existing narrow and ‘low-quality’

footpaths do not encourage residents to walk, even for

short distances to local shops, thus affecting the local

economy and community interactions.

The median

strips, although holding high potential, are currently

fragmented by roads, lack amenities, and are underused

by the community.

The

residential area suffers from a low tree canopy, compared

to the municipal average, partly due to the prevalence of

young trees and the presence of overhead power lines

that restrict tree growth.

Narrow and low-quality footpaths

Underutilised median strip

Streetscape lacking shade or weather protection

Alfrieda Street Public Realm Masterplan

Establish a safe and welcoming linear park that

encourages active community engagement and

passive surveillance.

Create a cohesive, green corridor that enhances the

pedestrian and cyclist experience, linking the Activity

Centre with the Brimbank Aquatic and Wellness

Centre.

Utilise sustainable practices to mitigate the Urban

Heat Island Effect and harvest stormwater,

supporting a robust tree canopy and increased

biodiversity for ecological health.

Alfrieda Street Public Realm Masterplan

• Transform the median strip between Reis St

and Biggs St roundabout into a high-amenity

suburban park that provides flexible open space

with amenities, all-weather shade structure,

all-ability playground, shade trees and greenery

providing opportunities for social interaction, play

and passive recreation.

• Provide a high-quality paved route that

comfortably accommodates both pedestrians

and bikes.

• Ensure the area is well lit and promotes a safe

environment at night.

• Design green spaces for biodiversity, taking into

consideration the needs of non-human species.

• Strategically place amenities like seating and

bicycle parking to enhance convenience and

comfort.

• Utilise integrated water management practices

to optimise the use of road run-offs.

Strategic alignment:

Cycling and Walking Strategy

Improved Central Median

Additional car parking (15 spots)

Shared User Path

Suburban Park

* Please note that this map is intended solely for illustrative purposes. It does not represent a detailed design nor does it provide specific

design outcomes.

Craigielea Ave

Alexina St

Linda St

Existing trees

New trees

Alfrieda Street Public Realm Masterplan

The nearest Suburban Park is on Dalton Street which is

located 1.2kms east of Alfrieda Street. To ensure local

access to park and fill a gap in the provision of open space:

• Provide Interactive landscape features that promote

environmental education and stewardship.

• Continue the walking and cycling paths that

interconnect with the shared user path along

Alfrieda Street.

• Use of native plant species to create habitats for local

wildlife and contribute to the biodiversity of the area.

• Utilise integrated water management practices to

optimise the use of road run-offs.

• Provide a raised crossing and detailing of

street pavement to reduce speed and prioritise

pedestrian movement.

• Redirect north-bound traffic to Arthur Street via Reis

street to accommodate the Suburban Park.

• Investigate the right treatment for the intersection to

provide easy right turns for the buses.

• Include meeting nodes with community facilities such

as seating, drinking fountains, bike repair stations and

nature play elements.

• Enhance street lighting and improve safety

• Provide vehicle access to the Church main entrance.

• Provide an entrance feature at Biggs Street, including

regreening of the roundabout.

Note: The feasability and design of proposed open

space assets should be informed by a review of

Brimbank’s open space network.

Artist Impression. Future Alfrieda Street Suburban Park concept sketch

Alfrieda Street Public Realm Masterplan

The Neighbourhood Walk

The Neighbourhood Walk extends from Biggs St to Taylors Road, within the residential stretch of Alfrieda Street.

It is reimagined to encourage walking, with safe and accessible routes to transport and local amenities and

increased canopy cover.

Taylors Road

Not to scale

Helen St

Power St

George St

Fox St

Conrad St

Henry St

William St

Biggs St

Y

Allocated to Cars

47%

Pedestrian Spaces

18%

Permeable Surfaces

35%

Cycling Areas

0%

Tree Canopy

11%

Alfrieda Street Public Realm Masterplan

Establish a safe and attractive environment that

promotes walking and cycling as preferred modes of

transport for residents of all ages and abilities.

Develop seamless and safe routes that facilitate

easy access to local shops, community hubs, and

green spaces.

Increase the urban tree canopy to provide

ample shade, reduce heat, and contribute to

the area’s biodiversity.

Alfrieda Street Public Realm Masterplan

• Transform footpaths into a safe and inviting route

for the local community that encourages walking

and is accessible to people with all abilities.

• Provide safe and easy connection to shops,

community hubs and green spaces.

• Enhance street crossings and provide traffic

calming measures to prioritise safety.

• Integrate natural elements and landscaping to

enrich the local streetscape and biodiversity.

• Work with DTP to establish a safe pedestrian link

between Alfrieda Street and the Brimbank Aquatic

and Wellness Centre.

Strategic alignment:

Cycling and Walking Strategy

• Upgrade the local park on the corner site of

Alfrieda Street and Henry Street.

• Include a variety of seating areas to accommodate

families and individuals of all ages.

• Consider landscape plantings and trees to increase

the area’s green footprint and tree canopy cover.

• Through engagement, provide community-led

design

• features that reflect the unique character and

needs of the neighbourhood.

Strategic alignment:

Creating Better Parks

Local Park, Sholte Reserve

Shared user Path

* Please note that this map is intended solely for illustrative purposes. It does not represent a detailed design nor does it provide spe

cific design outcomes.

Taylors Road

Helen St

Power St

George St

Fox St

Conrad St

Henry St

William St

Biggs St

Existing trees

New trees

Alfrieda Street Public Realm Masterplan

Staging and Implementation

* Costings based on 2023 prices. All time frames are subject to Council approval and budget allocation. Additional costs such as traffic management

during project implementation are excluded from costs.

$150K

$1.3M

$450K

$1.8M

$2.1M

$2.2M

FAQs

Council is committed to working closely with the

Department of Transport and Planning (DTP) to

ensure minimal disruption to bus services. While the

Masterplan proposes significant improvements to

the public realm, further detailed traffic modelling

and feasibility studies will be undertaken in the

design stage to fully understand the impacts on bus

movements and general traffic.

The Masterplan suggests examining the partial or

full closure of Elaine Street and a lane of Alfrieda

Street south of Biggs Street. These potential

closures aim to enhance pedestrian safety and

amenities but will be subject to thorough traffic

analysis and detailed design.

There are no specific changes proposed to existing

loading zones in the Masterplan. The maps are

conceptual, and further analysis will be done during

the detailed design phase of each project.

The Masterplan is a strategic guide outlining the

community’s aspirations. The commencement of

works will depend on future budget allocations and

is not indicative of immediate start of construction.

The Masterplan would result in a net loss of 26

car parking spaces. However, since the first round

of community consultation, Council has already

created 37 new parking spaces along Collins Street.

In the implementation phase, Council will ensure

that new active transport paths are well-integrated

and do not adversely affect accessibility along

arterial roads. This includes enhancing connectivity

for pedestrians and cyclists to and from St Albans

Station.

The proposed projects aim to support and

enhance local businesses. During implementation,

measures will be in place to mitigate disruptions.

Post-implementation, improved public spaces

and accessibility are expected to attract more

visitors, potentially increasing patronage for local

businesses.

Community feedback is vital for the success of

the Masterplan. Residents can participate in public

consultations, workshops, and surveys. Council

will provide regular updates and opportunities for

community input, ensuring that the plan evolves

with the needs and aspirations of the community.

Further information on the progress of the

Masterplan will be available at: https://yoursay.

brimbank.vic.gov.au/alfrieda-st-master-plan

9249 4000

info@brimbank.vic.gov.au

PO Box 70, Sunshine, VIC 3020

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133 677

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1300 555 727

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