Brimbank Council Meeting No. 636 - 20 August 2024
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12.5
Annual Report On Implementation Of Place Management Action Plans
12.5
Annual Report on Implementation of Place Management
Action Plans
Directorate
City Futures
Director
Kelvin Walsh
Manager
Leanne Deans
Attachment(s)
1. Sunshine Rising Action Plan Annual Status Report July
2024 [
12.5.1
- 10 pages]
2. GO St Albans Action Plan 2019 2024 Annual Status
Report July 2024 [
12.5.2
- 9 pages]
Purpose
For Council to note progress to implement the Sunshine Rising Action Plan 2019 – 2024
and the GO St Albans Action Plan 2019-2024.
Officer Recommendation
That Council notes the:
a. Sunshine Rising Action Plan 2019 – 2024 - Implementation Status Report
(July 2024), shown at Attachment 1.
b. GO St Albans Action Plan 2019 – 2024 - Implementation Status Report
(July 2024), shown at Attachment 2.
Background
The Sunshine Rising Action Plan 2019-2024 and the GO St Albans Action Plan 2019-2024
(Actions Plans) are part of Council’s Town Centre Management and Revitalisation
Program, which aims to coordinate and integrate the planning and delivery of a complex
range of physical, social and economic initiatives to revitalise and develop the Sunshine
and St Albans Town Centres.
Council established the current Place Management Program (Program) for the Sunshine
Town Centre in 2009, and then applied it to the St Albans Town Centre in 2016. The
Program employs a 'whole of Council' approach, integrating various functions and
expertise across the organisation to collectively realise the agreed vision for both areas.
The Program is founded on four key elements:
•
Leadership –
Vision, Advocacy, Place Management & Planning
•
Partnerships –
External and Internal Governance Arrangements
•
Communication –
Branding, Information, Marketing, Events and Promotion
•
Delivery –
Public Realm Improvements, Community Facilities, Investment &
Development, Cleaning & Maintenance.
Council employs Place Managers in the Sunshine and St Albans Town Centres to
coordinate and integrate Council’s place making and town centre management activities,
as well as being a key contact for the business community.
The Sunshine Rising Action Plan 2019 – 2024 was adopted on 20 August 2019, and the
GO St Albans Action Plan 2019 – 2024 was adopted on 16 April 2019. The Action Plans
identify a work program across the themes of marketing and promotions; investment
attraction and business development; public places, access and amenity; community
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services; and management and communications. Council’s ongoing commitment to place
management over the long term, and its collaboration with key stakeholders have been
key to its success. As the Actions Plans end in 2024, work has commenced to renew
them, and is programmed for Council consideration in 2025.
Matters for Consideration
Options
The following options are available:
A.
That Council notes the Implementation Status Reports for the Action Plans at
Attachments 1 and 2.
B. That Council notes the Implementation Status Reports for the Action Plans at
Attachments 1 and 2,
with changes
C. That Council does not note the Implementation Status Reports for the Action
Plans at
Attachments 1 and 2.
Officers recommend Option A and highlight that as work has commenced to renew the
Actions Plans, there is limited opportunity to incorporate any changes. The preparation
of updated work in 2025 will provide opportunities for Council to identify any proposed
changes to the Program.
Analysis
Sunshine Rising Action Plan
The Sunshine Rising Action Plan 2019 – 2024 - Implementation Status Report (July
2024), shown at
Attachment 1,
contains 51 actions, where:
•
37 (72%) actions are currently ongoing
•
10 (20%) actions have been completed
•
4 (12%) actions have not commenced.
Substantial progress has been made in progressing the implementation of the Action
Plan, with 82% of actions either underway or completed.
Highlights from 2023/24 include:
•
Adoption of the Energy Park Vision
•
Development of the Albion Quarter Structure Plan Discussion Paper by the State
Government’s Sunshine Priority Precinct team, in collaboration and with input by
Council
•
Attraction of the Vietnamese Musuem Australia to Sunshine
•
Construction nearing completion on the Punt Hill accommodation in Derby Road
•
Completion of mixed-use developments in Service Street and Hampshire Road,
comprising 307 dwellings including social housing.
•
Continued programming of the Sunshine Enjoy Local Activation Program, which
involved 19 activations, including Christmas Delights, B is for Bunny, Summer
Music Series, West Side Crawls (showcasing 3 restaurants to 30 visitors in an
event that sold out in 2 days), International Women’s Day celebrations and a
partnership with Youth Projects in Visy Cares Hub.
•
Delivery of Light Up Sunshine, which included the installation of an 8-metre
illuminated dragon in the Sunshine Library, the uplighting of the permanent
seating on the Civic Green and four commissioned artist works for the Sunshine
Library Projector on the Dai Phat building, with two of these projections
recognising Lunar New Year and NAIDOC week.
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•
A business improvement initiative in Mann Place to address issues with
commercial waste and vehicle access to ‘The Precinct’ development
•
Continued administration and support for the delivery of a $180,000 marketing
and business development program by the Sunshine Business Association, which
is funded by the proceeds of the Special Rate.
Only four actions have not been commenced, including:
•
Development of a marketing and branding strategy in relation to investment
attraction. While a specific strategy is yet to be commissioned, a range of
collateral and activities has been undertaken to support investment attraction
activities, including production of a municipal wide prospectus that features
Sunshine.
•
Delivery of Wifi, which was considered as part of the Hampshire Road Master
Plan, however, was beyond the budget and resources required to implement it.
•
Consolidation of the north, south and central urban design frameworks, as
planning work continues to be progressed in the centre with the focus currently
in the Albion Quarter.
•
Preparation of architectural design principles, however further planning is
underway that is likely to inform different guidance in the future.
GO St Albans Action Plan
The GO St Albans Action Plan 2019 – 2024 - Implementation Status Report (July 2024),
shown at
Attachment 2,
contains 51 actions where:
•
39 (76%) actions are currently ongoing
•
6 (12%) actions have been completed
•
6 (12%) actions have not yet commenced.
Substantial progress has been made in progressing the implementation of the Action
Plan, with 88% of actions either underway or completed.
Highlights from 2023/24 included:
•
Renewal of the Marketing and Business Development Special Rate for a further
five years
•
Delivery of communications and engagement in Vietnamese, including Special
Rate information and the production of the Go St Albans newsletter in English
and Vietnamese on an ongoing basis
•
Adoption of the Alfrieda Street Master Plan and completion of the design for the
East Esplanade upgrade
•
Continued programming of Enjoy Local which featured 13 activations, including
Christmas Delights, Heroes and Villains school holiday activities, and various live
entertainment options such as music, face painting, balloon twisting, and roving
performers.
•
Delivery of Light Up St Albans, including the first stage of activation
improvements in Princess Lane
•
Delivery of two food tours as part of Westside Crawls and the Be Bold Festival
•
Continued administration and support for the delivery of a $137,000 marketing
and business development program by the St Albans Business Association,
which is funded by the proceeds of the Special Rate and enables delivery of the
St Albans Lunar New Year Festival.
Six actions from the implementation plan have not yet commenced including:
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•
Establishment of a cross-functional officer group, which while not established
formally, has involved the Place Manager liaising directly with departments and
officers across Council on an ongoing basis. The establishment of a group is
likely to be a focus in the revised plan.
•
Exploration of welcoming features and landscaping at key entrance points, which
can be considered as part of detailed streetscape design work, and subject to a
budget approval.
•
Updating the St Albans Major Activity Centre Structure Plan, which will be
informed by the State Government’s Plan for Victoria and Council’s review of the
Brimbank Activity Strategy.
•
Development of a business attraction program in relation to St Alban’s role in
the Sunshine National Employment and Innovation Cluster, including the
attraction of health services, which would require the State Government as a
partner, however work is currently prioritising planning around the Sunshine and
Albion Stations and Albion Quarter.
What’s next
Work has commenced to review the Action Plans with a report scheduled for Council in
the first half of 2025. Quarterly updates will continue to be provided through the Council
Plan reporting process.
Community Engagement
Council officers engage with a range of stakeholders through the delivery of the Actions
Plans. No external consultation was required in the preparation of this report.
Resource And Risk Implications
Resource requirements can be met within the Annual Budget 2023/2024.
Community:
potential impact on community, including public trust and customer
service impact
• Yes - Transparency about progress to implement the Actions Plans is key to promoting
public trust however can also highlight generate other issues in terms of dissatisfaction
about work or progress.
Environmental:
impacts on environmental sustainability, including water/waste
management, climate change, and contaminated land
• None
Financial:
significant financial impacts
• Yes - Delivery of the Action Plans is linked to Council’s operational and capital works
budget and resourcing. Council has limited resources and is not always able to allocate
the funding required to implement the Actions Plans.
Regulatory:
legal, legislative or regulatory implications including the rights/obligations
of stakeholders
• Yes - Some of the actions require adherence to legislation including the introduction
and administration of the Special Rates within the Local Government Act 2020, and
strategy planning and amendment work which must accord with the Planning and
Environment Act 1987.
Safety
: health, safety or duty of care impacts
• Yes - The delivery of activation, audits and physical improvements across activity
centres contributes to improved safety and perceptions of safety.
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Legislation/Council Plan/Policy Context
This report supports the Council Plan 2021-2025 strategic direction and objective of:
1. People and Community - A welcoming, safe and supported community - An
inclusive place for all
• Pride and Participation - Community and cultural connections built through social and
artistic expression
2. Places and Spaces - Liveable and connected neighbourhoods that support
healthy and sustainable futures - A green place for all
• Liveable and Connected - Inviting and liveable spaces and facilities, connected so
people can get around
3. Opportunity and Prosperity - A future focused, transforming city where all
have opportunities to learn and earn - A prosperous place for all
• Growing and Transforming - Optimise community opportunities through infrastructure
innovation and investment
4. Leadership and Governance - A high performing organisation that enacts the
vision and decisions of Council through the delivery of quality and innovative
services - A fairer place for all
• Engaged and Responsive - Community insights are valued to enhance connection and
engagement with Council.
Council officers contributing to the preparation and approval of this report, have no
conflicts of interests to declare.
1
BRIMBANK CITY COUNCIL
SUNSHINE RISING ACTION PLAN 2019 - 2024
ANNUAL IMPLEMENTATION STATUS REPORT – JUNE 2024
Summary
A review of the implementation status of the 51 actions is summarised below:
Action Group
Completed Ongoing
Not
Commenced
Total
Marketing & Promotions
4
2
2
8
Investment Attraction &
Business Development
0
11
2
13
Public Spaces, Connections &
Amenity
2
9
0
11
Community Services &
Development
1
6
0
7
Program Management &
Communications
3
9
0
12
Total
10
37
4
51
Ongoing
(Business as usual)
Not commenced
Complete
10, 20%
37, 72%
4, 8%
Completed Ongoing Not Commenced
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Attachment 12.5.1
2
Marketing and Promotions – Increasing awareness of the Sunshine Town Centre
Ref. Actions
Status
Progress comments as at June 2023
1.1
Develop and promote a digital / illustrated vision showing the preferred
development of the Centre by 2050 that can be used on investment
attraction material.
Council adopted the Sunshine Priority Precinct Vision 2050 was adopted by Council in April 2021 and
uses this to promote investment in Sunshine.
1.2
Develop a marketing and branding strategy with a focus on the
development community to help support investment attraction
activities.
Budget hasn’t been allocated to the production of a Marketing and Branding Strategy, and this cost
would be significant. However, a range of collateral has been developed and is used to support
investment attraction activities including:
•
The Sunshine Priority Precinct Vision 2050
•
The State Government’s Sunshine Precinct Opportunity Statement
•
The Brimbank Investment Prospectus, which includes pages promoting the Sunshine Priority
Precinct
1.3
Promote investment and business development at relevant forums and
with key stakeholders
Council and DTP regularly meet with property owners and developers about projects underway with
the most recent engagement occurring in relation to the community consultation to inform
finalisation of the Sunshine Energy Park Vision.
1.4
Develop Sunshine’s tourism potential, with a focus on a visitor
experience / product about Sunshine’s H.V. McKay heritage including
consideration of public art inspired by the cheque by H.V. McKay that
commenced the Royal Flying Doctors Service.
In 2020 Council commissioned a Scoping Study examining Sunshine’s Heritage Tourism offer in 2020.
Council also reviewed its Experience Brimbank Visitor Strategy in 2023 and has commenced
preparation of a new Visitor Economy Strategy which will provide direction for Sunshine. Council is
also in the process of selling a parcel of land to the Vietnamese Museum Australia Ltd for the
construction of a nationally significant cultural museum, which will also be a major step in building a
visitor economy for the area.
1.5
Encourage SBA to develop a Centre logo / brand and enhance online
presence
The Sunshine Business Associations (SBA) developed a new brand in 2021 called “Love Sunshine
Businesses”. The SBA continue to invest in their brand and social media presence through
implementation of their Social Media Strategy, which is funded through the Sunshine Marketing and
Business Development Special Rate.
1.6
Explore the delivery of Wi-Fi in key locations across the Centre spaces
This opportunity was explored as part of the delivery of the Hampshire Road Master Plan, and it was
determined that it was not feasible due to the costs and resourcing to install and manage the WiFi,
which was beyond the budget allocated to the project.
1.7
Support the SBA to prepare, review and implement the Marketing and
Business Development Plan and Budget to ensure it is in line this Action
Plan
Council supported the SBA to prepare a new Marketing and Business Development Plan in relation to
the renewed Special Rate for the 2023 – 2028 period and was finalised in 2023.
1.8
Review the Sunshine Marketing & Business Development scheme prior
to its conclusion to inform work in relation to potential renewal
A review of the scheme was undertaken, which included a survey of business operators and
discussions with the SBA about the results. The Marketing and Business Development Special Rate
was reintroduced for a further 5 years in June 2023.
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Attachment 12.5.1
3
Investment Attraction and Business Development – improving the standard, skills and presentation of businesses in the Centre
Ref. Actions
Status
Progress comments as at June 2023
2.1
Maintain senior public sector advocacy to promote the vision and
development opportunities at a State and Federal level
Council, through its Transforming Brimbank and its advocacy agenda, continues to work closely with
the State Government to advocate for investment in Sunshine. Current examples of State
Government investment include funding for the Sunshine Station Masterplan and Albion Station, with
work ongoing to develop the Albion Quarter Structure Plan.
2.2
Continue to deliver a development facilitation service for major
development applications including:
• Centre tours and provision of investment material produced by
Council
• Facilitate pre application meetings to encourage quality development
outcomes
• Coordinated management of major applications for key development
sites including Albion Triangle, Sunshine Marketplace and Darling Flour
Mill site
Council officers provide pre-application meetings for larger planning permit applications as requested
by applicants. Larger planning permits include:
•
Sunshine Law Courts redevelopment ($26.8 million) commenced in 2022.
•
Approval for 10 storey office building on Sunshine Marketplace site to accommodate
approximately 1,200 new workers in October 2022
•
Construction commenced at 99 Derby Road, Sunshine, and is expected to be completed by 2024.
This hotel is the first of four residential hotels planned to be built in the Sunshine CBD.
•
A planning permit for a $55.2 million residential development in Derby Road, comprising 307
dwellings issued in December 2022
•
Two mixed use developments were completed on Service Street and Hampshire Road in 2023
both, with all of the Service Street apartments dedicated to social housing.
2.3
Continue to liaise with major site landowners to encourage
development in line with the Sunshine Town Centre Structure Plan 2014
including Sunshine Marketplace, Sunshine Plaza, Albion Triangle and
Victoria University.
Council officers continue to facilitate development and are also working with the DTP to provide input
into the work they are undertaking. Council and DTP jointly led consultation with key landowners
when consulting on the draft Sunshine Energy Park Vision Plan, and pre-consultation for the Albion
Quarter Structure Plan.
2.4
Pursue the appropriate development of publicly owned land including
Withers Street car park, Sunshine Bus interchange and VicTrack land
including land assembly
Council continues to work with the State Government for delivery of the $143m funding
announcement of the first stage of the Sunshine Station Masterplan, which includes the relocation of
the bus interchange. The State Government is also undertaking work to prepare the Albion Quarter
Structure Plan and further design development of the Albion Station.
2.5
Prepare an investment attraction and development strategy with a
focus on health, education, professional services, visitor economy,
accommodation and conference, government services and, creative
industry opportunities.
In 2023 Council participated in work by the State Governments to prepare a Draft Sunshine Economic
Strategy that examined the industry sectors and future potential. The State Government is currently
reconsidering the scope of the Strategy and is yet to finalise this work.
2.6
Continue to promote Council’s Business Development and Networking
Program to encourage local business involvement. The program covers
a broad range of topics ranging from social media, sustainability and
financial management.
Council continues to promote the program to businesses through the Business Ebulletin including 19
editions of the Ebulletin to 46,000 businesses.
Council also continues to deliver the iHarvest Sunshine Coworking space and building its membership,
as well as deliver business events.
2.7
Continue to encourage and promote consistent trading hours for the
Centre
Work has focused on promoting the evening economy through the programming of evening
activations including:
•
Installation of furniture in the Civic Green which lights up to encourage people to dine outdoors
in the evening in Sunshine.
•
Installation of a semi-permanent 8-meter-long dragon in the Sunshine Library.
•
Art projections from the Sunshine Library outdoor projector
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Attachment 12.5.1
4
2.8
Continue to promote shopfront improvements through promotional
material, business development support and other initiatives
Council continues to promote business support opportunities for shop front improvements through
the Sunshine Place Manager and the Sunshine Rising Newsletter. The program is currently focused
on:
Trialling a Waste Container Permit and installing bollards to Improve vehicle access and the amenity
of the Mann Place laneway.
Installation of a new suite of banners “Love Sunshine” across the Town Centre
Shop Front Improvement planned for a business in Clarke Street, Sunshine.
2.9
Continue to promote opportunities to embed sustainability and
renewable energy into new development
The ESD requirements introduced to the Brimbank Planning Scheme inform the assessment of
planning application. Planning is also being undertaken by DTP’s Sunshine Priority Precinct team to
further elevate sustainability in the Albion Quarter. The Brimbank business ebulletin also regularly
promotes the availability of funding for ESD investment in businesses.
2.10 Continue to encourage and where appropriate, support the SBA in the
delivery of events that promote the evening economy.
Refer to 2.6. The Sunshine Place Manager also continues to provide support to the SBA in hosting the
2023 Lunar New Year, Business Awards and the Sunshine Wander activations which are held after
6pm.
2.11 Undertake a strategic review including the consolidation of the urban
design frameworks (UDF’s - includes the Southern Precinct UDF, Central
Precinct UDF, and Northern Precinct Development Framework) and the
ACZ
A Strategic Review has not been undertaken by Council, because the DTPs Priority Precinct team are
leading strategic planning work in the Sunshine Precinct and have prepared the Sunshine Station
Master and are now progressing work for the Albion Station and Albion Quarter Structure Plan, which
supersedes and impact delivery of this action.
2.12 Prepare architectural design principles and guidance to promote quality
built form outcomes in the Centre.
Design guidance was incorporated into the Activity Centre Zone within the Brimbank Planning
Scheme. Additional architectural guidance has not been developed as planning is being undertaken
by DTP that is likely to inform further changes to the Brimbank Planning Scheme.
2.13 Program delivery of future work associated with the Centre through the
update of the Experience Brimbank Visitor Strategy.
Council has commission consultants to undertake work to inform a new Visitor Economy Strategy
with a Draft Strategy anticipated to be presented to Council in the first half of 2025.
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Attachment 12.5.1
5
Public Spaces, Connections and Amenity – Providing an attractive, safe and well-lit public environment
Ref. Actions
Status
Progress comments as at June 2023
3.1
Continue progressing Council’s ten year rolling capital works program
for the Centre
•
Completion of the Hampshire Road Streetscape Masterplan
2014
•
Deliver improvements at Albion station and surrounds
including access and landscaping
•
Advocate for Ballarat Road to be a public transport corridor
and landscape improvements at the gateway
•
Deliver upgrade to M. B. Lynch Memorial Gardens
•
Devonshire Road streetscape upgrade
•
Commencing design of the Southern precinct to leverage on
the opportunities of the MARL / SSH (this project would be
informed by the MARL / SSH timeline)
Progress includes:
•
Delivery of the Hampshire Road Streetscape Masterplan was completed in 2021.
•
DTP are undertaking design work of the Albion Station through preparation of the Albion
Station Master Plan and Albion Quarter Structure Plan
•
Council continues to advocate for Ballarat Road improvements through the Albion Station
Master Plan and Albion Quarter Structure Plan
•
Upgrades to M. B. Lynch Memorial Gardens were completed in 2021.
•
Devonshire Road streetscape upgrades were completed in 2021.
•
The Sunshine Station Master Plan developed in 2022 provides guidance for the Southern
Precinct, however the delay to MAR may impact delivery.
3.2
Examine opportunities to integrate the Albion Station Precinct and
Energy Park as it develops
The Sunshine Energy Park Vision Plan was adopted by Council in May 2024 and Council is advocating
for stronger connection and integration to Sunshine through its submission to the Albion Quarter
Discussion Paper.
3.3
Prepare a car parking management plan to address car parking in the
Centre including review car parking limits to ensure they achieve
optimal parking turnover
A car parking management plan was prepared by Council in 2020 and adopted by Council in August
2020
3.4
Continue to promote multi deck car parking facility through improved
wayfinding signage and on the Council website
Wayfinding and promotion of the multi deck carpark has been improved by:
•
An electronic sign installed in 2022 and visible from the corner of George Street and
Devonshire Road, with real-time updates on available parking spaces.
•
Traffic lights installed at George Street improving vehicle access into and out of the carpark
in 2022.
•
Car park information available on the Council website however is currently being updated.
3.5
Continue to advocate to VicRoads about addressing traffic congestion at
the Anderson Road / McIntyre intersection with Ballarat Road.
St Albans Road extension continues to be the largest opportunity to address congestion at the
intersection. Council has submitted that a comprehensive assessment of traffic movement should be
undertaken in its submission to DTP about the Albion Quarter Discussion Paper.
3.6
Continue to implement the Town Centre Lighting Guidelines to improve
perceptions of safety with a focus on artistic lighting including Ballarat
and Hampshire Road gateway and other key locations
2021 - Lighting project at Ballarat and Hampshire Road intersection completed.
Funding is currently not allocated for larger gateway features.
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Attachment 12.5.1
6
3.7
Continue to program and deliver cycling and pedestrian improvements
in Sunshine as identified in the Brimbank Cycling and Walking Strategy
•
Consider future integration of Parsons Reserve and improved
connections to Buckingham Reserve
Cycling and pedestrian improvements delivered include:
•
More bike lanes in Devonshire Road between Withers Street and Clarke Street (2022)
•
A pedestrian crossing over Devonshire Road at the Clarke Street intersection (2022)
•
New seating in Bennett Place (2023)
Council has also commenced:
•
Design of streetscape improvements along Devonshire Road (from Harvester Rd to Kennedy
Street) to include improving the appearance and amenity of the pavement areas and
completion of safe bicycle infrastructure.
•
An Access and Streetscape Framework for the Sunshine Precinct, which will identify the role
and function of streets and how they relate to walking, cycling, public transport and vehicle
movements.
3.8
Maintain Council’s high-quality cleansing and maintenance program
which includes:
•
Daily street sweeping
•
Daily street public litter bin collection and debris pickup
•
Rapid response graffiti and syringe removal
•
Routine repairs and road maintenance
•
Six monthly high pressure clean services of footpaths and
Council assets
Council undertakes a daily cleansing program and regular maintenance in the Centre that accords
with this action.
3.9
Schedule 6-monthly cleaning, maintenance and compliance audits to
proactively identify issues
The work program includes:
•
Quarterly audits
•
Six monthly cleans.
•
Proactive and reactive confirm requests regarding graffiti, dumping, billposting by the
Sunshine Place Manager
3.10 Advocate to State Government to develop an integrated transport plan
for Brimbank to provide direction for appropriate transport
improvements to inform the MARL / SSH, and transport improvements
that are required at a municipal and regional level. This includes
examining the role of Ballarat Road as a public transport corridor.
Council has advocated for the State Government to prepare an integrated transport plan, and as part
of the
Brimbank Advocacy Plan 2023-2025,
relative to the Sunshine Precinct, Council continues to
advocate for the delivery of key infrastructure projects committed to as part of the Wester Rail Plan.
This includes delivery of the electrification of the Wyndham and Melton railway lines and the delivery
of Melbourne Airport Rail, which in turn will see the transformation of the Sunshine Railway Station
as a Super Transit Hub, and the redevelopment of the Albion Station into a modern station.
Masterplans are being developed for both stations which include redevelopment of each station’s
immediate surrounds with improved rail crossings, bus interchanges and other commercial
opportunities.
3.11 Advocate to the State Government for the development of Ballarat
Road as a boulevard in line with Plan Melbourne
This will be examined as part of DTP’s work to prepare the Albion Quarter Structure Plan.
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Attachment 12.5.1
7
Community Services and Development – Ensure quality leisure amenities and services. Encourage a diverse range of housing developments across the Centre.
Ref. Actions
Status
Progress comments as at June 2023
4.1
Develop a community engagement strategy to inform the planning and
development of the MARL / SSH at key stages
Council developed an engagement strategy and undertook a community consultation process around
the theme Brimbank Big Build in 2020. The results of this program informed Council’s advocacy and
development of the Sunshine Priority Precinct 2050 Vision and establishment of the DTP Community
Reference Group (CRG). Council undertook further extensive engagement about the 2050 Vision prior
to its adoption. DTP schedule quarterly meetings of the CRG and undertakes public consultation work
as part of larger projects like the preparation of the Albion Quarter Structure Plan.
4.2
Continue to work in partnership with key stakeholders including Victoria
Police to improve perceptions of safety throughout the Centre including
regular joint safety patrols, safety round tables, delivery of the Lighting
Strategy, Light Up Sunshine, and programmed streetscape
improvements. This includes considering a range of safety initiatives
including CCTV.
Work includes:
•
Works have been completed for the installation of CCTV. A total of 34 cameras across 22
sites have been installed and are now operational. A ministerial event occurred on 12
September 2023 to mark the completion of this project, funded by Dept. of Justice and
Community Safety.
•
The Safety Wellbeing Partnership (SWP) brings together key local stakeholders, including
State Government agencies and local services, to build and maintain a safe and inclusive
community and support health and wellbeing initiatives in Brimbank. The SWP supersedes
the Brimbank Safety Roundtable. Council and Victoria Police co-host the Safety and
Wellbeing Partnership (SWP) Meetings
•
The Hotspots Group continues to provide a forum for Council and relevant partners to
support improved health, safety, amenity and wellbeing outcomes for communities in
identified hotspots.
•
Quarterly Safety Walk are conducted every 3 months with the Police, City Compliance and
the Sunshine Place Manager to identify issues in the Sunshine CBD
•
In 2023, place-based surveys were conducted in Sunshine and St Albans to understand
community perceptions of safety.
4.3
Continue to deliver the Community Services and Infrastructure Plan
2018 – 2038 including improvement to the Sunshine Leisure Centre.
Since 2019 –to 2024 the following upgrades have been made to Community Facilities:
Sunshine Leisure Centre:
•
Refurbishment to external change rooms
•
Upgrade to steam room.
•
Refurbishment including bathrooms to Tom Taaffe room.
•
Upgrade to indoor ‘learn to swim’ pool.
•
Upgrade of car park street lighting
Sunshine Childcare Centres:
•
Alexandra Ave Childcare centre – upgrade to supervision area and flooring upgrade
Sunshine Library:
•
Upgrade to play area on Level 1
Multi Deck Carpark
•
Replacement of the Multi Deck car park solar panels
An update of the Community Services and Infrastructure Plan is anticipated and may inform further
improvements.
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Attachment 12.5.1
8
4.4
Monitor population growth in the Centre to ensure the adequate
provision of community services
Council continues to monitor ABS data and track the number of dwellings constructed in the centre.
Council has also commissioned a Community Infrastructure and Open Space Gap study, to identify
future community services and open space needs, which will be shared with DTP to inform its
planning for the centre.
4.5
Continue to seek opportunities to further engage with and integrate
Victoria University in the Centre
Work has included:
•
Ongoing liaison with Victoria University (VU) in relation to O week and other opportunities
•
VU membership on the Sunshine Partnership Group
•
The MOU between VU and Council which was resigned in April 2020.
4.6
Develop information to promote Sunshine as a location for key worker
and affordable housing.
Council officers and DTP promote Sunshine through its development facilitation drawing on the
Council’s Affordable Housing Position Paper.
4.7
Continue to encourage a diversity of public and private art throughout
the Centre including the potential for ephemeral art displays
In addition to the installation of an annual outdoor projection and display program at the Sunshine
Library, public artwork includes:
•
Watt Street Mural - Brimbank Youth - 2020
•
Vicinity Mural – Sunshine Marketplace - 2021
•
Multi Deck Car Park - Faces of Diversity - 2021
•
Litter Action Mural – Bennet Street - 2021
•
Sunshine Leisure Centre Mural - 2023
•
Arts Trail Booklet – Sunshine specific - 2024
•
Sunshine Art Spaces – ongoing program with exhibitions and artist talks - annual
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Attachment 12.5.1
9
Program Management and Communications - Provide a communication and activation program which engages and benefits partners and key stakeholders
Ref. Actions
Status Progress comments as at June 2023
5.1
Produce a condensed version of the Action Plan for marketing and
other purposes
The summary version was produced in January 2020 with 500 copies printed, with the full
digital version made available on Council’s website at the time.
5.2
Program work program associated with the Draft Council Response
Strategy to the Western Rail Program (once finalised) including ongoing
engagement with State government agencies and the community, and
associated strategic work
Council, through its Transforming Brimbank agenda, continues to actively engage with key
stakeholders including Federal Government, State Government, landowners, key organisations and
community to advocate for the programming and delivery of the Program. This has also included the
preparation of various submissions including to the Federal Government review of the Melbourne
Airport Rail project in 2023.
5.3
Pursue with state government development of a high-level coordination
group of key stakeholders to oversee development of the MARL / SSH
including Council representation
Council’s Transforming Brimbank Executive Manager, Directors and various Managers and
Coordinators regularly meet with DTP to discuss programming of the MARL, SSH and other major
works. DTP have also formed the Sunshine Precinct Community Reference Group (CRG) to engage the
community about various projects.
5.4
Review the Sunshine Partnership Group with consideration of its role
and function in relation to the Sunshine MAC, the Sunshine NEIC
including the Sunshine Health, Wellbeing and Education Precinct, and
the MARL / SSH and update the Terms of Reference accordingly.
The Partnership Group Terms of Reference were reviewed in 2020 and an expression of interest
advertised in January 2021. A new group was formed and met for the first time in April 2021.
Partnership Group includes a representative from DTP who provides regular updates about the work
they are undertaken in the Sunshine Precinct. The CRG is DTPs preferred model of engaging with the
community.
5.5
Review internal working groups to facilitate coordination of Council’s
work in relation to this Action Plan and the MARL / SSH
The Transforming Brimbank Executive Manager reviewed and established a new governance model in
2020.
5.6
Continue to oversee the expenditure and administration of the
Sunshine Marketing and Business Development Special Rate in
accordance with the Funding Agreement
Quarterly reviews of expenditure reports submitted by the SBA are undertaken to inform release of
next quarter instalment. The reviews examine if expenditure aligns with the five-year business and
marketing plan and the annual program and budget, as well as the funding agreement.
5.7
Annually report on the progress of the Action Plan to the Sunshine
Partnership Group and promote key achievements
A report and presentation was provided to the Sunshine Partnership Group in August 2023.
5.8
Annually review the Centres performance with regard to key indicators
as part of the annual review to the Sunshine Partnership Group and
determine longer term indicators in regard to best practice urban
design and place management.
Work is programmed to monitor business mix and occupancy rates annually. In 2023 – 2024 an
annual survey of the customers, employers and employees of the Sunshine Town Centres
commenced, to determine their perceptions of the centre. Performance indicators will be developed
from this data and information and incorporated into the review of the Sunshine Rising Action Plan.
5.9
Engage with relevant place management networks to promote
Sunshine, share and learn about place management strategies.
The Sunshine Place Manager is an active member of Mainstreet Australia and attends relevant
networking functions and conferences. The Place Manager also engages with other place making
colleagues and centre managers.
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Attachment 12.5.1
10
5.10
Continue to prepare and distribute the quarterly Sunshine Rising
newsletter and maintain current and relevant information on Council’s
website
The Sunshine Rising Newsletter is published quarterly and distributed in hard copy to business
operators and property owners, and digitally on Council’s website. Council is now translating the
newsletter into Vietnamese.
5.11 Continue to develop relationships with property owners, business and
service providers and other agencies that have a presence in the Centre
The Place Manager continues to liaise with businesses and property owners in the Sunshine Town
Centre providing information, support and advice
5.12 Review the Action Plan at the end of the five year term
The review has commenced, with two stakeholder workshops conducted in June and July 2024. It is
anticipated that a draft revised plan will be presented to Council in the first half of 2025 to consider
endorsing for public consultation.
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Attachment 12.5.1
BRIMBANK CITY COUNCIL
GO ST ALBANS ACTION PLAN 2019-2024
IMPLEMENTATION PLAN STATUS REPORT – 2024
Summary
A review of the implementation of the 51 actions is summarised below:
Theme/Action Group
Completed Ongoing
Not
commenced
Total
Governance
1
8
1
10
Operations and Maintenance
2
11
1
14
Food
1
5
0
6
Physical environment
2
5
2
9
Business and Investment
0
6
1
7
Community and Culture
0
4
1
5
Total
6
39
6
51
Legend: Short 1-3 years; Medium 3-5 years; Long 5 years
Ongoing
(Business as usual)
Not commenced
Completed
51 Actions
39 In Progress
6 Completed
6 Not started
6, 12%
39, 76%
6, 12%
Completed Ongoing Not Commenced
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Attachment 12.5.2
Governance – A well led and managed centre
No. Actions
Timeframe Status Comments
1.1 Provide oversight and coordinated delivery of the
Action Plan
Ongoing
Place Manager regularly liaises with Council Departments
and Units to ensure delivery of the Action Plan and will be
examining governance arrangements to support this in
the next Plan.
1.2 Provide a central point of contact for stakeholders
including regular attendance at the
St Albans
Business Group Association Incorporated (SABGAI)
meetings, and contact for development facilitation
Ongoing
Place Manager is a central point of contact for
stakeholders including attending the SABGAI monthly
committee meetings.
1.3 Maintain and support the St Albans Partnership
Group
Ongoing
Council continues to support the Partnership Group
through the appointment of an external chair and
representative Councillor to the group. The Place Manager
continues to provide administrative support to the Group
by scheduling quarterly meetings and circulating agenda
and minutes.
1.4 Establish a cross functional officer group to meet
regularly about the development of the Centre
Short -
Ongoing
This group is yet to be established as there has been
little, if any, major developments proposed in the Centre
over the life of the Action Plan.
1.5 Continue to oversee the expenditure and
administration of the St Albans Marketing and
Business Development Special Rate in accordance
with the Payment Agreement
Ongoing
The Special Rate is distirbuted to the SABGAI in quarterly
installments following a review of the previous quarter
expenditure. Each financial year SABGAI submit to
Council an annual budget for approval.
1.6 Undertake a review of the St Albans Marketing and
Business Development Special Rate in 2022 to
inform a report about its’ potential renewal.
Long
This review was completed in early 2023.
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Attachment 12.5.2
No. Actions
Timeframe Status Comments
1.7 Engage with relevant place making organisations to
promote St Albans and share and learn about place
management strategies and knowledge
Ongoing
Council participate in Mainstreet Australia and LGPro
Place Managers meetings.
1.8 Continue to coordinate preparation and distribution
of a quarterly newsletter informing all stakeholders
of current activities in the Centre
Ongoing
Council published four editions of the newsletter over
2023/24.
1.9 Undertake an annual survey of vacancy rates, new
businesses, planning and development approvals,
and other relevant matters in relation to centre
performance.
Ongoing
Council continue to monitor the vacancy rates, new
business and planning and development approvals. An
Activity Centre Survey was conducted in May 2024. No
major projects or development approvals have been
issued for sites within the Centre.
1.10 Prepare an annual report on the status and progress
of the Go St Albans place management program for
the St Albans Partnership Group.
Ongoing
The annual report was presented to the Partnership
Group in December 2023.
Operations and Maintenance – A safe and attractive Centre
No.
Timeframe Status Comments
2.1 Maintain high quality cleansing and maintenance
programs which includes:
•
Daily street sweeping
•
Daily street litter bin collection (public bins) and
debris pickup
•
Rapid response graffiti removal for properties on
ground floor adjoining Council property
•
Rapid response syringe removal
•
Routine repairs and road maintenance
•
Six monthly high pressure clean services of
footpaths and Council assets including litter bins
Ongoing
Daily street sweeping and litter bin collection continue.
Requests regarding dumped rubbish and graffiti are
addressed promptly, with action requests being sent and
acknowledged within 24 hours by the Council. High
pressure cleans were completed in September and
December 2023, and March and June 2024.
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Attachment 12.5.2
No.
Timeframe Status Comments
2.2 Conduct 6-monthly cleaning, maintenance and
compliance audits to proactively identify issues.
Ongoing
Audits completed in November 2023 and March 2024.
2.3 Continue to provide property owners graffiti removal
kits to encourage the removal of graffiti from private
property.
Ongoing
Kits are available for property owners on request.
2.4 Continue to proactively encourage property owners
to maintain private property including rubbish
removal.
Ongoing
Ongoing monitoring and compliance continues.
2.5 Continue to facilitate improved waste management
storage and disposal arrangements in St Albans
Square.
Medium
Waste storage area constructed in St Albans Square in
2018/19. Council continue to monitor the storage area.
2.6 Coordinate the evaluation of CCTV in the Centre
Short
Completed in 2019.
2.7 Continue to monitor and ensure implementation of
the Town Centre Lighting Guidelines relative to St
Albans.
Ongoing
Implementation of the Guideline recommendations has
been delivered. The last lighting upgrades were installed
in mid 2023 in Albert Crescent.
2.8 Continue to educate and inform landowners on
initiatives to improve perceptions of safety and
amenity across the Centre.
Ongoing
Articles in the quarterly newsletter provide updates on
various safety and amenity initiatives being planned and
implemented across the Centre. These updates include
reminders for business operators and staff to report any
incidents to the police and offer articles for advice on
managing food waste.
2.9 Continue to liaise with Victoria Police, businesses and
service operators to improve perceptions and
experiences of safety in St Albans.
Ongoing
Regular safety meetings and patrols are scheduled with
local Police, providing an opportunity to update Police on
any ongoing issues.
2.10 Continue to encourage the delivery of art murals to
minimise and prevent graffiti.
Short
Officers continue to identify opportunities for murals to
prevent graffiti in the Centre. The next mural is planned
on the rear of the Woolworths wall in the latter part of
2024.
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Attachment 12.5.2
No.
Timeframe Status Comments
2.11 Work with VicTrack and Metro to encourage
improved cleaning and maintenance standards in and
around the Station (including graffiti removal)
Ongoing
Any cleaning, maintenance and graffiti issues are reported
to Metro and VicTrack. Approximately six referrals are
made to Metro per annum.
2.12 Examine further opportunities to activate St Albans
Square including addressing the location of private
bins on the St Albans Road frontage
Short
The Enjoy Local Activation Program includes two events in
St Albans Square each year.
2.13 Examine further opportunities for wayfinding across
the centre
Medium to
Long
Wayfinding audit and strategy was completed in 2023.
The next stage of the project will involve prioritising key
projects and securing funding for implementation.
2.14 Explore the opportunity for welcoming features that
build identity and promote a sense of place including
art, landscaping, banners and other elements at key
entrance points including Main Road West, Main Road
East, Alfrieda Street (Northern end) St Albans Road
and East Esplanade including the central intersection
at the Station
Long
Officers continue to explore opportunities for welcoming
features at gateway entrances and the central main
intersection of Main Road East/West, St Albans Rd and
East Esplanade. Streetscape works proposed on East
Esplanade will create space to install banner poles on the
corner of East Esplanade and Main Road East. These works
are programmed to be completed in 2024/2025.
Food – the authentic fresh food Centre
No. Initiative
Timeframe Status Comments
3.1 Ensure that the SABGAI business and marketing plan
promotes the centre’s strengths including the
culturally diverse events and value fresh food offer.
Short
Council approved the five year SABGAI Business and
Marketing Plan in 2020/21, which included actions that
deliver cultural events and promote the fresh food offer,
that are programed in the annual budget.
3.2 Encourage the SABGAI to consider appropriate
Council infrastructure to promote the centre brand
and sustainable business practices using street
banners and bin wraps on street bins.
Ongoing
SABGAI installed new street banners in 2021 and Council
continues to encourage them to consider other
opportunities.
3.3 Encourage SABGAI to explore the opportunities for
markets including a twilight Summer street market
which is programmed entertainment and promotes
evening activation, and the potential to expand
market activities in and around Princess Street.
Medium
SABGAI planned a twilight market as part of the 2024
Melbourne Food & Wine Festival however unfortunately it
was cancelled due to unforeseen circumstances. A twilight
street market was previously delivered in 2023.
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Attachment 12.5.2
3.4 Encourage SABGAI to explore opportunities to
promote St Albans as an authentic fresh food centre
through various digital, visual, print and audio
platforms as part of its business and marketing plan.
Ongoing
SABGAI
’
s Business & Marketing Plan includes marketing
messages that emphasise food as a key brand attribute
and develop specific marketing campaigns to highlight the
food offering. E.g. SABGAI partnered with Council to create
and deliver Storytowns audio guide for St Albans.
3.5 Continue to build the visitor economy by encouraging
SABGAI to partner with organisations like Destination
Melbourne, the Melbourne Food and Wine Festival and
Eat Drink Westside to promote St Albans as a food
destination.
Ongoing
St Albans hosted an event as part of Westside Crawls in
March 2024, which was delivered in partnership with
Western Melbourne Tourism, Eat Drink Westside &
Melbourne Food & Wine Festival.
3.6 Encourage SABGAI to consider opportunities in its
business and marketing plan for food and other
cultural tours through of St Albans.
Long
SABGAI partnered with Council and delivered two food
tours, as part of the Melbourne Food & Wine Festival and
the Be Bold festival.
Physical Environment – A well designed centre that is walkable and accessible
No Initiative
Timeframe Status Comments
4.1 Consider preparing a centre wide Streetscape Master
Plan to establish the design and preferred connections
with an initial focus on Alfrieda Street but also
including Main Road East, Main Road West, St Albans
Road and select laneways.
Medium
The Alfrieda Street Public Realm Master Plan was
approved by Council in April 2024. The Plan includes
pedestrian linkages from the Collins Street carpark to
Alfrieda Street. The re-design of the East Esplanade
streetscape establishes safer and more convenient
connections for pedestrians.
4.2 Prepare a plan for the redesign and construction of
the Alfrieda Street Civic Plaza (currently Pop Up Park)
to establish a permanent multi-purpose public space.
Short
Civic Plaza construction was completed in late 2020.
4.3 Continue progressing Council’s ten year capital works
program for the Centre. Priorities include Princess
Street Streetscape, East Esplanade Streetscape,
resurfacing of Collins Street carparks, Victoria
Crescent and Alfrieda Street Streetscape.
Ongoing
Council completed the upgrade of Princess St (2019),
Collins St Car Park resurfacing (2020), & Victoria
Crescent (2019). It completed the design of East
Esplanade upgrade in 2023/24.
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Attachment 12.5.2
4.4 Continue to monitor state and federal funding
opportunities to deliver streetscape, lighting, and
public art improvements.
Ongoing
Council continues to monitor state and federal grant
opportunities. No suitable grant opportunities were
available in 2023/24.
4.5 Consider the installation of landscape treatments to
help better define entrances to the Centre.
Medium
This work is yet to be programmed due to budget
constraints and will continue to be considered over the
longer term subject to funding.
4.6 Prepare a car parking management plan to address
car parking in the Centre
•
Audits demand and supply issues affecting the centre.
•
Reviews car parking limits to ensure they achieve optimal
turnover of short and medium customer car parking
consistent with the needs of the -14centre.
Short
The Car Parking Management Plan was adopted by
Council in 2020/21 with all changes to restrictions to
improve turnover implemented in 2022/23.
4.7 Continue to program and deliver cycling and
pedestrian improvements in St Albans as identified in
the Brimbank Cycling and Walking Strategy.
Ongoing
The Alfrieda Street Public Realm Master Plan and the East
Esplanade streetscape upgrade identifies a range of
cycling and pedestrians improvements.
4.8 Examine the opportunity to increase the delivery of
murals on private walls to activate the periphery of
the centre including Main Road West, Victoria
Crescent, Princess Street, McKechnie Street.
Short to
Medium
Murals have been delivered on walls at key access points
including Main Road West (2019) and Victoria Crescent
(2020). The next priority is Princess Lane (Woolworths
side wall).
4.9 Update the St Albans Major Activity Centre Structure
Plan 2011 (Revised 2015) to appropriately reflect the
future use of properties impacted by the Public
Acquisition Overlay in Collins Street, St Albans, for
public car parking.
Short
In 2020/21, the Council submitted background work to
the State Government to inform their planning for the
Sunshine National Employment Innovation Cluster,
including the St Albans Major Activity Centre. An update
of the Structure Plan has not been programmed and will
be informed by the State Government
’
s Plan for Victoria
and Council
’
s review of the Brimbank Activity Strategy.
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Attachment 12.5.2
Business and Investment – A growing, dynamic and innovative centre
No.
Initiative
Timeframe Status Comments
5.1 Continue to promote Council’s Business
Development and Networking Program to SABGAI so
they can encourage local business involvement.
Ongoing
SABGAI promote Council
’
s Business Development
program to local businesses via regular email updates to
business operators in the centre. Promotion is also
included in the Go St Albans newsletter if appropriate.
5.2 Continue to develop St Albans as a visitor
destination by encouraging the delivery of business
development sessions in St Albans focused on social
media and technology, and visual merchandising.
Medium
The 2023/24 Shopfront Improvement Program focused on
improving the visual merchandising in the shops in Main
Road West. The Program involved the planning of shop
front window presentation and signage for two shops.
5.3 Develop a business attraction program to promote
business mix gaps and the business service
opportunities associated with the Sunshine National
Employment and Innovation Cluster.
Medium to
Long
This work hasn
’
t been progressed and would be
undertaken with the State Government. The State
Government is currently focussing its resources on
planning around the Sunshine and Albion Stations.
5.4 Continue to provide a development facilitation
service for significant development proposals in St
Albans utilising the Place Manager as the first point
of contact.
Ongoing
In 2020/21 Council established Development Facilitation
Guidelines and continues to delivers a pre application
service for major applications. There have been no major
development applications for sites in the Centre.
5.5 Promote development and investment in the Centre
through the preparation of an investment prospectus
and other initiatives including presenting to industry
forums.
Medium
An investment prospectus has been prepared for the
Brimbank which includes the identification of the Centre.
An individual prospectus will be developed in the future.
5.6 Engage with State Government agencies such as
VicTrack, Places Victoria and the Department of
Employment, Land and Planning to identify,
encourage and advocate for investment and
development on Crown land in St Albans.
Medium
Council engages with the Department of Transport and
Planning, who are responsible for broader planning work
associated with the Sunshine National Employment and
Innovation Cluster (NEIC) which includes the St Albans
Major Activity Centre. In 2020/21 Council commissioned
a range of background work to inform State Government
planning for the NEIC, however currently the focus is on
the Sunshine precinct.
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Attachment 12.5.2
No.
Initiative
Timeframe Status Comments
5.7 Explore opportunities with Victoria University to
further strengthen and integrate connections within
the Centre. This could include development of a
“specials” card for students to promote use of
businesses in the Centre, which could be extended
to other large and nearby organisations including
Western Health
Short
Council and the SABGAI continue to explore opportunities
to collaborate with VU on various projects, including
events such as the Lunar Festival.
Community and Culture – The heart of St Albans
No Initiative
Timeframe Status Comments
6.1 Continue to plan for the potential expansion of the
St Albans Library and consider other community
needs including a Youth Facility.
Short
A Feasibility Study was completed in 2020/21, with
recommendations that the library remain in its current
location. The next stage will involve the design phase with
funding identified in the 2024/25 financial year.
6.2 Continue promoting and developing the St Albans
Community Centre (STACC) as a premium creative
hub.
Short
This work continues as the Centre delivers more events
and increases visitation. COVID-19 restrictions and
lockdowns in 2020/21 resulted in the delivery of some
events and programs digitally.
6.3 Continue to advocate for increased community
health services as part of the Sunshine National
Employment and Innovation Cluster.
Ongoing
Refer to 5.3. Western Health completed an expansion of
their Emergency Department in 2020/21 with further
health services generally focused in the Sunshine Health
Wellbeing and Education Precinct (SHWEP).
6.4 Ensure that strategically important work is
translated to meet the needs of the CALD
community e.g. Special Rate renewal etc.
Ongoing
Council is translating the Go St Albans Newsletter and
other information, including communication associated with
the Special Rate. Business Support information was also
translated during the COVID-19 pandemic.
6.5 Explore further opportunities to integrate
performances and activities between STACC and the
core of the Centre, including activation of open
spaces and performances festivals and events.
Ongoing
A list of restuarants for dining before or after shows is
promoted to visitors to STACC and updated quarterly.
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Attachment 12.5.2
