D O C K L A N D S C O O R D I N A T I O N C O M M I T T E E R E P O R T

Agenda Item 5.2

5 February 2008

DOCKLANDS COORDINATION COMMITTEE PLACE MANAGEMENT REPORT 1 OCTOBER – 31 DECEMBER, SECOND QUARTER

Division Commerce and Marketing

Presenter Rod Burke, Manager Docklands Integration

Purpose

1. To update the Docklands Coordination Committee on Council’s performance in delivering the services specified in the Docklands Coordination Committee Place Management Plan (DCCPMP) 2007/2008, for the second quarter, 1 October to 31 December 2007.

Recommendation from Management

2. That the Docklands Coordination Committee:

2.1. accepts the Docklands Coordination Committee Place Management Report, 1 October to 31 December, Second Quarter; and

2.2. recognises Council’s performance in delivering the services specified in the report.

Key Issues

3. The Docklands Coordination Committee Place Management Report, 1 October to 31 December, Second Quarter, reports by exception only, under the following categories:

3.1. place management services that have not been delivered to the high quality or standards expected by Melbourne City Council; or

3.2. problems encountered with the delivery of the place management service.

4. Opportunities for Improvement reported for Quarter 2: Out of the five key place management service areas, the main opportunities for improvement were reported in two of the areas. These being Site Presentation and Safety & Security.

Site Presentation: Improvement opportunities identified for the quarter:

Parks Services

5. Unauthorised parking by employees and contractors working on property developments in Waterfront City and NewQuay facing Footscray Road are causing considerable damage to nature strips and garden beds.

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6. This issue is being addressed via liaison with developers and enforcement by Park Rangers and Parking and Traffic officers. Action taken has resulted in the reduction of unauthorised parking. Developers are also planning to reinstate damaged areas in April 2008 when weather conditions for grass establishment are more favourable.

Design

7. The rollout and installation of Stage 1, Wayfinding Signage in Docklands, suffered a minor set back due to delays with finalising the signage guidelines documentation and delays with the design and manufacture of prototypes. Management of these issues indicate that Tenancy signs are expected to be installed Jan/Feb 2008, and prototype signs ready by end of April 2008.

Street Activity / Regulation

8. The management of licence agreements and permits for outdoor cafes in Docklands, is an issue that has caused some problems since transition in July 2007. The City of Melbourne officers have spent considerable time determining the appropriate process for the delivery of licence agreements and permits. This has resulted in considerable delays in issuing permits for some cafes in Docklands, particularly in relation to the Dock 5 building.

9. Advice from the Legal Services and Docklands Integration branches on an appropriate process to manage this is pending. This process will work to mitigate the occurrence of future issues surrounding applications.

Safety & Security: Improvement opportunities identified for the quarter:

Security Services

10. A significant number of reports relating to the high numbers of skateboarders in the precinct still exist. When challenged by security officers, the skateboarders do move on but are responsible for damage to seating and other public infrastructure. City of Melbourne Skate Ambassadors regularly attend the Docklands precinct to encourage safe and appropriate skating in the area and maintain positive relationships.

11. Highlights reported for Quarter 2: Out of the five key place management service areas, the main highlights and opportunities for improvement were reported in four of the areas. These being Site Presentation, Safety & Security, Marketing & Promotion, and Events, Attraction & Delivery.

Site Presentation: Highlights and improvement opportunities identified for the quarter:

Park Services

12. Warm season grass (Kikuyu) is to be planted in Docklands Park in January / February 2008, reducing the demand for reclaimed water by 30% and increasing durability of turf surfaces for park users.

Urban Design

13. CoM (Parks and Urban Design) has been involved with the briefings for the proposed redesign of Harbour Esplanade and are providing significant design expertise and input.

14. CoM is also liaising with VicUrban and Lend Lease with respect to detail design proposals for the proposed new Victoria Green Park in the Victoria Harbour precinct.

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Safety And Security:

Community Safety and Wellbeing Programs:

15. The 2007 Community Safety Day at Docklands in October was the largest and most successful to date, attracting approximately 30,000 people throughout the day. Council partnered with Victoria Police and other emergency services to deliver this event which featured a range of educational activities focussing on community safety.

16. Syringe disposal services have been successfully extended to the Docklands. Disposal bins have been installed in the two public toilets, the Community Hub, and the Waterways Office and are being serviced regularly. Daily clean-ups of syringes in public space have also been extended to the Docklands.

Marketing And Promotion:

17. Stakeholder Communications: Stories about Docklands programs and information highlighting City of Melbourne services to Docklands residents have appeared in every issue of Melbourne News and in other City of Melbourne-owned communication tools since transition on 1 July 2007. Feature stories have also been included in externally delivered publications (Docklands Community News and 3008 Docklands).

18. Marketing: Quarter two featured the production and airing of a Docklands Community Service Announcement (CSA) on the Seven Network. The 30 second CSA promoted Docklands as an accessible and attractive waterfront destination. The Docklands Christmas campaign was also delivered. This included a one hour prime time TV special, brochure, Christmas magazine in the Herald Sun and delivery of the decorations program in Docklands, which included a Christmas tree, light pillars and banners installed throughout the precinct.

Events, Attraction And Delivery:

19. Events Management: New Year’s Eve in Docklands continues to grow and drew an estimated 30,000 people to the precinct. It is becoming the focal point for the city’s largest free public one day event primarily because the area offers a welcoming environment and the harbour enables the delivery of a much larger fireworks display. The two fireworks displays were supported by an extensive entertainment program based at Waterfront City and was an extremely successful event.

Time Frame

20. Reports on Council’s performance against the Docklands Coordination Committee Place Management Plan 2007/2008 are to be given to the Committee quarterly.

Finance

21. There are no direct financial implications arising from the recommendation contained in report.

Legal

22. Section 27J (a) of the City of Melbourne Act 2001 provides one function of the Committee is to approve any place management plan prepared for the Docklands Coordination Area.

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Attachment 1. Docklands Coordination Committee Place Management Report, 1 October to 31 December, Second Quarter

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Relation to Council Policy

23. The Docklands Coordination Committee approved the Docklands Coordination Committee Place Management Plan 2007/2008 on 18 July 2007. It was noted that ongoing progress of the plan would be subject to reports presented to this Committee.

Consultation

24. The Docklands Coordination Committee Place Management Report was developed in consultation with the relevant branches in Council.

Background

25. The Docklands Protocol Agreement, signed by the City of Melbourne and VicUrban in April 2007, sets out a joint long-term vision for Docklands:

“to create a vibrant and engaged community which enhances the standing of Docklands as an international exemplar of waterfront urban renewal and ensures the future of Docklands as a key destination within central Melbourne for people to live, work and visit.”

26. In this document, Council and VicUrban recognise that over the next decade Docklands will be in its formative stages and will need additional support and attention until it is a fully developed area.

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Attachment 1 Agenda Item 5.2

Docklands Coordination Committee 5 February 2008

DOCKLANDS COORDINATION

COMMITTEE

PLACE MANAGEMENT REPORT

QUARTER 2

1 Oct – 31 December 2007

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Table of Contents

SECTION ONE : SITE PRESENTATION ....................................................... 3

1.1 CLEANING AND WASTE SERVICES ................................................................................................. 3 1.2 PARKS SERVICES ......................................................................................................................... 3 1.3 SECURITY SERVICES..................................................................................................................... 4 1.4 URBAN DESIGN............................................................................................................................. 4 1.5 DESIGN ........................................................................................................................................ 4 1.6 STREET ACTIVITY/REGULATION..................................................................................................... 5 1.7 PUBLIC ART ................................................................................................................................. 6

SECTION TWO : WATERWAYS MANAGEMENT ........................................ 7

2.1 ACTIVATION.................................................................................................................................. 7 2.2 WATER CLEANLINESS AND QUALITY ............................................................................................. 7 2.3 MARINA MANAGEMENT ................................................................................................................. 7 2.4 WHARF MAINTENANCE.................................................................................................................. 7

SECTION THREE : SAFETY AND SECURITY.............................................. 9

3.1 PROVISION OF SECURITY SERVICES .............................................................................................. 9 3.2 EMERGENCY MANAGEMENT PROCEDURES .................................................................................... 9 3.3 COMMUNITY SAFETY AND WELLBEING PROGRAMS ........................................................................ 9 3.4 RISK MANAGEMENT .................................................................................................................... 11

SECTION FOUR : MARKETING AND PROMOTION .................................. 12

4.1 STAKEHOLDER COMMUNICATIONS .............................................................................................. 12 4.2 MEDIA ........................................................................................................................................ 13 4.3 PLACE MANAGEMENT ................................................................................................................. 13 4.4 CUSTOMER SERVICE................................................................................................................... 13 4.5 MARKETING................................................................................................................................ 14 4.6 TOURISM .................................................................................................................................... 15 4.7 ARTS AND CULTURE ................................................................................................................... 16 4.8 BUSINESS DEVELOPMENT ........................................................................................................... 16

SECTION FIVE : EVENTS, ATTRACTION AND DELIVERY ...................... 18

5.1 EVENTS STRATEGY..................................................................................................................... 18 5.2 EVENTS MANAGEMENT ............................................................................................................... 18 5.3 WATERWAYS EVENTS ................................................................................................................. 19

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Section One : Site Presentation 1.1 Cleaning and Waste Services Introduction The City of Melbourne is committed to ensuring the delivery of cleaning and waste services to Docklands within the Coordination area is maintained to the high standard provided to the rest of the municipality. This is successfully being achieved by continuing with pre-transition service providers.

o Open Space and Contract Management: The Open Space Contract with ISS, managed by Vector Facility Management, for the paved and other hard surface areas is proceeding satisfactorily. No contract performance issues were experienced during the reporting period.

o Waste Management: JJ Richards, CityWide Service Solutions and TPI Cleanaway

continue to provide the waste and recycle collection service. No contract performance issues where experienced during the reporting period

Issues Identified • Routine removal of stains on paved areas is now progressing on a weekly basis using

recycled water. Highlights • In addition to the annual free hard waste collection available to Docklands residents, the first

City of Melbourne Spring Clean hard waste collection was successfully undertaken in November. Although initial take up was not high it is hoped to build on this in future years.

1.2 Parks Services Introduction The City of Melbourne is committed to ensuring the existing presentation standard of the parks in the Docklands Coordination area is maintained. The Open Space and Tree Maintenance services are being carried out by ISS. Issues Identified • Docklands park wetlands and water recycling system operational manual is being developed

by GHD. A number of defects are being identified as part of the development of the operating manual in constructed elements of the system. Repairs to defects of the system are being made as they are detected.

• Unauthorised parking by employees and contractors working on property developments in

Waterfront City and NewQuay facing Footscray Road are causing considerable damage to nature strips and garden beds. A combination of liaison with developers and enforcement by Park Rangers and Parking and Traffic officers has resulted in the reduction of parking. Developers are also planning to reinstate damaged areas in April 2007 when weather conditions for grass establishment are more favourable.

Highlights

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• Warm season grass (Kikuyu) is to be planted in Docklands Park in January / February, reducing the demand for reclaimed water by 30% and increasing durability of turf surfaces for park users.

1.3 Security Services Please refer to Section 3.1 1.4 Urban Design Introduction The City of Melbourne will continue to provide strategic urban design advice and guidance to VicUrban and the Department of Planning and Community Development (DPCD) in all aspects of urban design and public realm management of the Docklands Issues Identified • Pedestrian links between the new Convention Centre at South Wharf and Village Docklands

precinct requires upgrading to a higher standard of amenity. CoM, DPCD and VicUrban to negotiate with VicRoads on this matter. CoM are preparing some preliminary design concepts for North Wharf Square. This is the public space between the north bank of the Yarra River and the Mission to Seafarers, and is located at the north end of the new pedestrian and cycle bridge, that CoM are funding as part of the Convention Centre project.

• VicUrban has approached the City to provide advice and feedback to the selected consultant

during the design phase of the Harbour Esplanade upgrade. The City has agreed to provide advice and will be working with VicUrban and the selected consultant to ensure the upgrade works deliver an outcome that are inline with the communities expectations for this most important part of the Melbourne Docklands.

Highlights • CoM (Parks and Urban Design) has been involved with the briefings for the proposed

redesign of Harbour Esplanade providing significant design expertise and input. • CoM (Parks and Urban Design) is liaising with VicUrban and Lend Lease with respect to

detail design proposals for the proposed new Victoria Green Park in Victoria Harbour precinct.

1.5 Design Introduction The City of Melbourne has an in-house design team who provide built environment advice and design services to Council in the areas of architecture, landscape architecture and industrial design. Through this team, Council will endeavour to influence the creation and maintenance of a high quality physical environment for Docklands. Issues Identified • Development and Installation of a signage wayfinding system that ensured the signage

design is complimentary to both Docklands and the City; • Installation of some signage as part of the Stage 1 rollout has been delayed due to various

reasons. These can be attributed to:

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o delays associated with finalising the actual signage guidelines documentation; o delays with the design and manufacture of prototypes. These are expected to be ready by

end of April 2008. • Review of Public Lighting, Street Furniture, Custom Street Furniture etc., and assessment of

expected life-span; • Design advice and review of public domain infrastructure (lighting, signage, street furniture

and materials etc.,). Highlights • Design delivery of the Docklands Christmas Decorations (“Buoy” Christmas Tree in

Waterfront City and Christmas Banners throughout the precinct); • Design Documentation of Wayfinding Signage Elements (awaiting manufacture); • Prototype and manufacture of 7 Tenancy Signs (to be installed in early 2008); • Council representation for design advice and co-ordination of new 150 place Children’s Hub

at Victoria Harbour (documents executed 21 December 2007) with construction to commence in January 2008.

1.6 Street Activity/Regulation Introduction The City of Melbourne is committed to ensuring the standard of regulation in relation to street activity in Docklands is maintained. The Engineering Infrastructure Unit, Street Trading has worked through key issues to determine the process and the delivery of licence agreements and permits for outdoor cafes within Docklands since the handover on 1st July 2007. The City of Melbourne’s existing arrangement under the Activities Local Law 1999 requires a permit to be issued between the ‘Proprietor’ and the ‘City of Melbourne’ for an outdoor cafe. This includes case by case specific terms and conditions for the operation and management of the space, approvals of furniture design and specific circulation and clearance requirements. The licence agreements issued by VicUrban prior to 1st July 2007 are issued under the Public Amenity local Law 1999, and are between the ‘Landlord’ and the ‘Developer’. As this is not consistent with the existing arrangements for outdoor dining, Street Trading has sought to determine the following:

o Develop a process, policy and mechanism for delivery of permits and management of outdoor cafes in Docklands;

o Identification and delegation of appropriate power of authority for licence agreements; and o Verification of issues and application of Activities Local Laws 1999 to Docklands.

Advice from the Legal Services and Docklands Integration branches is pending. Compliance visits to Docklands have been undertaken on a semi-regular basis. The visits that were undertaken did not highlight any particular issues. Education and advice was generally issued to key stakeholders. Highlights • The City of Melbourne Outdoor Café Guide and Melbourne Docklands mini guide were

approved by Council in November 2007. The Outdoor Café Guide becomes effective as of 1st February 2008 across the municipality.

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1.7 Public Art Introduction As part of the handover phase Council’s Conservator undertook assessments of the each of the artworks being transferred to the City of Melbourne. Those assessments, as well as further observations by the Conservator, form the basis for the cleaning and maintenance scheduled for the first quarter of 2008. The following works will be attended to:

o Blowhole o Signature Work o Reed Vessel o Aurora o Cow UP A Tree o Silence

Liaison is also occurring with VicUrban regarding the future planning for public arts works in Docklands. Issues Identified • ‘Reed Vessel’, which was designed to be a water feature has almost dried out and is in need

of the most work. Three panels have been dented and several boards are misaligned and require attention. Note that each artwork is unique and their particular maintenance requirements will take time to become known.

• Budget impact of depreciation of Docklands public art collection. Highlights • N/A

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Section Two : Waterways Management 2.1 Activation Please refer to Section 4.4 Marketing and Promotion. 2.2 Water Cleanliness and Quality Introduction City of Melbourne is responsible for the collection of water based litter in the Docklands Area, including cleaning of surface litter and litter deposited on river banks after floods. This service is currently being delivered under contract with Parks Victoria. Issues Identified • Current litter contract expires 30th June 2008. Nick Stafford & Associates have been

appointed to run the tender process for the Docklands on water cleaning contract. Closing Dates for the tenders are 11th March 2008.

Highlights • Parks Victoria collected an average of four cubic meters of litter each month during the

second reporting quater. This is a decline from an average of six cubic meters during the first quarter.

• One storm water advisory was issued during November for Flinders Wharf. This is a reduction from two storm water advisory warnings during the first quater.

2.3 Marina Management Introduction City of Melbourne is responsible for the issuing of licences, management of leases and day to day management of waterways within the Docklands Area. Issues Identified • Management of Marina Yarra’s Edge is currently delivered by ARC Management. This contract

expires on 30th June 2008. Nick Stafford & Associates have been appointed to run the tender process for the Marina YE management contract. Closing Dates for the tenders are 11th March 2008.

Highlights • Vessel counting software, which counts the number of vessel movements, has been installed in

Victoria Harbour as part of a trial. The ability to track vessel movement within Docklands will be an important tool to help activate the Docklands waterways. Raw data indicates that an average of two hundred vessel movements per day have been tracked since 13th December 2007.

2.4 Wharf Maintenance Introduction The City of Melbourne is committed to ensuring that existing wharf maintenance standards in Docklands are maintained and reflect the steady growth in Docklands. An updated Waterways Strategic Plan, will be developed by VicUrban, Council and Parks Victoria and will identify existing

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wharf maintenance requirements and on going wharf development needs. The plan is scheduled to be completed by June 2008 for implementation in the 2008/2009 financial year. Issues Identified • N/A Highlights • A Draft wharf maintenance plan has been prepared and submitted to Engineering Services

for review. Level 1 wharf inspections are scheduled to commence during 2008/09.

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Section Three : Safety and Security 3.1 Provision of Security Services Introduction The City of Melbourne is committed to ensuring the delivery of security services to Docklands within the Coordination area is maintained to the high standard provided to the rest of the municipality. This is successfully being achieved by continuing with pre-transition service providers. Issues Identified • Significant number of reports relate to the high numbers of skateboarders, in the precinct

who when challenged do move on, but are responsible for damage to infrastructure (eg seating etc).

• The incidence of illegal fishing from the prohibited areas is increasing, damage is done to

fences to gain access, these persons are challenged by security and are moved on. Highlights • Working closely with stakeholders is helping to achieve good results in responding to security

concerns. 3.2 Emergency Management Procedures Introduction The City of Melbourne is committed to ensuring that existing emergency management procedures/services to Docklands are maintained. Council’s Emergency Management Plan is currently under review, with the completion of the review to incorporate the Docklands Area. This is expected to be completed by September 2008. A Memorandum of Understanding between City of Melbourne and external venues, for the potential use of the venue as a Municipal Emergency Recovery Centre is currently in development. The key stakeholder involved at this stage is Telstra Dome, however Council will also seek out other options. Highlights • Work is continuing under the Emergency Management Australia Grant in relation to the

Emergency Preparedness program for People with a Disability within the City of Melbourne. This will include Docklands residents.

3.3 Community Safety and Wellbeing programs Introduction Community Safety Day The largest and most successful annual Community Safety Day was held at Docklands on Sunday 28 October 2007, attracting approximately 30,000 people. Council partnered with Victoria Police and other emergency services to deliver the event at Waterfront City and NewQuay. Activities included the City of Melbourne ‘Passport to Safety’ that engaged young people in learning more about emergency services within our community. Six bicycles and safety equipment packages were given away as prizes to children completing the Passport challenges.

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Council coordinated delivery of safety messages through the promotion of vehicle maintenance checks. Scooters Australia was on site to conduct free motorised scooter and wheelchair safety checks and copies of Council’s access initiatives and resources including Courtesy and Safety Fact Sheet for people using motorised scooters and wheelchairs in the City of Melbourne, CBD Mobility Map 2007, Accessing Melbourne, and City Eating were widely distributed. Melbourne West Police Community Consultative Committee: Council continues to attend and support this committee which meets monthly and is predominantly a Docklands focused forum for community representatives to meet with Victoria Police and discuss issues of local importance. Skating: The City of Melbourne Skate Ambassadors regularly attend the Docklands precinct to encourage safe and appropriate skating in the area and to negotiate and act as a conduit for information between local businesses, residents and skaters. Docklands Liquor Licensing Forum: The City of Melbourne is also represented at the Docklands Liquor Licensing Forum which convenes regularly. Syringe Disposal Services: These services have been successfully extended to the Docklands where fixed disposal bins in the two public toilets are being serviced regularly and four additional bins have been installed (two in the Docklands Hub, and two in the Waterways Office). Daily clean-ups of syringes in public space have also been extended to the Docklands, with cleanups taking place in the precinct at least two hours per week. All syringe disposal services (including on-call disposal, container exchange, disposal kits, training and support) are also available to Docklands residents. The service has been promoted in the Melbourne News, at the Docklands Hub, at the Community Safety Day at Docklands, at the Melbourne West Police Community Consultative Committee and via our Community Website. Mobility Services The City of Melbourne has commenced production of a mobility map for the Dockland’s precinct that will indicate the clear and accessible paths of travel and useful information such as wheelchair accessible toilets, street gradients, footpath accessibility and on and off-street accessible parking bays. An access audit report from Access Audits Australia was received in October 2007. This information will be forwarded to Ausway Publishing who will overlay access provisions within the Melways Map 2E. This will ensure all mobility maps produced by the City of Melbourne are in the same style and format. It is proposed the map will be available early 2008. The concept of Satellite Services of the Melbourne Mobility Centre was piloted in March 2007 during the Osaka Yacht Race. Opportunity exists for future satellite services to be coordinated during large scale events in the Dockland’s area. Good Access is Good Business: The City of Melbourne delivers Good Access is Good Business workshops that provide access information and training to business owners and operators. Prior to Council taking municipal responsibility of Docklands, the Safety and Wellbeing branch proposed a session specifically for late night entertainment venue owners and operators. As there was no response another session will be proposed for early 2008.

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Issues Identified • There is a need to ensure ongoing coverage of syringe disposal bins across the Docklands in

publicly accessible toilets and in public space. A needs assessment is underway and further syringe bins will be installed in locations as appropriate.

• Community Safety and Wellbeing branch is also advocating to the Department of Human Services (DHS) for improved access to Needle and Syringe Programs (NSPs) in the Docklands, which does not fall under any existing NSP funding contracts. DHS has ensured that future NSP funding agreements will include the Docklands Precinct and that they will investigate options in the meantime.

Highlights • Community Safety Day at Docklands on 28 October 2007. 3.4 Risk Management Introduction Managing the identified risks associated with the Docklands area continues as an active part of the strategic and operational management responsibilities of Council. Whilst claims on Crown land remain the responsibility of the State in terms of liability, other areas and operations for which Council is wholly responsible are now being managed in a way consistent with other like situations across the municipality. Some new aspects, such as the waterways, have introduced risks not previously covered and managed by Council. Work areas have been allocated responsibilities for risks that have been previously identified, and a process has now commenced for the systematic identification, assessment and establishment of suitable control measures for risks not previously included in the Council’s risk register. Insurance coverage remains in place for the assets owned or the responsibility of Council that were declared prior to 1 July 2007, and a review is being conducted to identify any additional assets that should be included under Council’s cover. Issues Identified • Detailed risks associated with the management of the waterways at Docklands are to be

identified, and when assessed, suitable measures will be developed and confirmed, with all details then recorded in the Council’s risk register for ongoing management and reporting.

Highlights • The detailed identification and review of risks associated with the waterways that has been

planned to occur through the Recreation and Waterways Services Branch will significantly improve the level of knowledge and identification of measures to manage this aspect of the area.

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Section Four : Marketing and Promotion 4.1 Stakeholder Communications Introduction Stakeholder Communications at Docklands have now integrated with City of Melbourne’s ongoing corporate and stakeholder communications program – including community & culture, safety, waste management, council news, childcare and so on. The primary audience is residents. The next phase of stakeholder communications will look at the waterways and affordable housing. Issues identified • the branch will continue building connections with developers and other agencies in the

precinct, building rapport and understanding, and creating new opportunities for information sharing;

• communication with waterways stakeholders will be expanded in the future, as this diverse group represents a ‘new relationship’ for the city. Communication channels between the City of Melbourne and waterway stakeholders have yet to be incorporated into standard branch communication activities;

• support for the use of the Docklands logo will increase in the future, including ensuring this logo appears alongside City of Melbourne-owned Docklands communications;

• emergency management messages need to be reinforced at Docklands, and a strategy to expand the City of Melbourne’s award-winning ‘Be Aware, Be Prepared’ program into Docklands is being developed; and

• support the ongoing community strengthening activities that are being led by the team at the Maternal and Child Hub.

Highlights • stories about Docklands and highlighting City of Melbourne services to Docklands residents

have appeared in every issue of Melbourne News and in other City of Melbourne-owned communication tools since transition on 1 July 2007;

• stories about City of Melbourne services and programs have appeared in both external publications distributed into the Docklands precinct (Docklands Community News and 3008 Docklands) since transition on 1 July 2007;

• a particular focus has been the promotion of community events based at Docklands to the local community, encouraging interaction and new connections between residents;

• support of the community launch of the Docklands Maternal and Childcare hub and ongoing development with communications advice and professional collateral;

• partner with the Community and Wellbeing team on October Safety Day to deliver a strategic and effective marketing plan, issues management, community educational campaigns specific to council plan (passport to safety educating children in injury prevention), and information provision of council services (fact sheets);

• publication, launch and promotion of the Delivering for Docklands three-year strategy. • all publications associated with the public marina at Waterfront City have been updated in the

past six months; • development of a new community newsletter highlighting local events, activities and services

provided by the City of Melbourne’s Docklands Community Hub; and • strengthening connections with other Docklands stakeholders, creating new opportunities to

share information and to pass this information on to the community where relevant.

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4.2 Media Introduction The media team continues to work closely with communications/media managers from VicUrban and Docklands developers to identify pro-active stories and issues about Docklands and to also identify opportunities for the Council and Council activities. Some of these stories include: • The first childcare centre, the family and children services hub providing 150 childcare

places, including long day care, occasional care and preschool programs. This release will be sent out week commencing January 14;

• Victoria Harbour Schools Team Sailing Championships at Docklands on Jan 19, media release to be distributed; and

• Waterfront City, laying of the grass and recycled self watering system, proposed for sometime late January/early February.

Issues Identified • N/A Highlights • Launch of the Delivering for Docklands strategy, attendance at launch and media release

and notification produced. • Delivering for Docklands media coverage resulted in an article in MX News on 20/12 and

page 3 of The Age on 2/1/08 titled: “Vision for ‘friendlier’ Docklands, With Melbourne’s commercial axis shifting planning is critical, says Council”.

• New Years Eve, pre-event interviews took place at Central Pier. Media viewing platforms

established and television footage and photojournalists captured the fireworks display for news items which appeared nationally and internationally.

4.3 Place Management Introduction The Place Management Program as run by the City of Melbourne is different to the ‘Place Management’ function that the Docklands Coordination Committee is responsible for in Docklands. Issues Identified • The Place Management Program in its current format at City of Melbourne ceased on 30th

September 2007. Some of the functions of this branch have been reallocated to the Community & Culture directorate.

Highlights • Council decided to continue with the creation and distribution of the Vertical Living

Newsletter. The latest edition was distributed in December 2007 to approximately over 100 subscribers in Docklands.

4.4 Customer Service Introduction Frontline provides customer service to all stakeholders by responding to telephone, face to face, email and web enquiries for the organisation. Since 1 July 2007 the Docklands Information Hotline

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1300 663 008 has been transferred to Frontline. During the period 1 October 2007–31 December 2007 Frontline received 133 calls through the Docklands Information Line, whilst various other enquiries regarding Docklands have been received through the regular Council phone channels. Highlights • Following from the comprehensive audit of Service Types available in the Pathway Customer

Service (Request tracking) system performed before transition, a further review was conducted of all Service Types required to cover services managed by third-party contractors in the Docklands area, e.g. Grey Space, Open Space and Parking Meter contracts;

• The Frontline team organised various Docklands familiarisations for Customer Relations Officers to improve knowledge and information about the layout of Docklands, amenities and features and also where residents are situated in Docklands;

• The CRM Customer Service Portal and Service Directory is constantly revised and updated to include references to Docklands services and, where applicable - cross-referencing in existing CoM entries to Docklands specific services with links to the Docklands and Onboard Docklands websites and also to other Docklands’ developer sites, e.g. Waterfront City and New Quay;

• The Service Directory which is referenced by many Council staff, but predominantly Frontline, is kept up-to-date with cross-referencing to the Tourism Portal and That’s Melbourne for Docklands major events and attractions so that information provided is accurate and timely.

4.5 Marketing The destination marketing program continued in quarter two kicking off with the production and airing of a Docklands CSA on the Seven Network. The 30 second CSA was developed with the aim of promoting Docklands as an accessible and attractive waterfront destination with outstanding bars, restaurants, open spaces and events. Also in quarter two, an integrated marketing & PR campaign for Christmas was delivered highlighting Docklands Christmas attractions and decorations. The campaign included a one hour prime time TV special, brochure, Christmas magazine in the Herald Sun and more. Marketing & Communications is also working to maximise the Docklands profile via the negotiation of benefits within CoM event sponsorships. For example, currently working on a significant Docklands bars & dining campaign for L'Oreal Melbourne Fashion Festival to capitalise on the many people who will be at the Festival centre at Central Pier during the week. A specific offer has been developed and will be delivered to all attendees when they purchase a ticket at Ticketmaster. A dedicated PR campaign via Shoemark & King promoting the Blue Park offer has continued including delivery of the Docklands Boating Guide, advertising in key boating magazines and PR program promoting marina facilities over the Christmas/New Year holiday period. In November, City of Melbourne along with VicUrban hosted the first Docklands marketing managers roundtable meeting allowing CoM and VicUrban the opportunity to present an update to these stakeholders and for them to update us on key activities in their precincts. The forum is expected to be held again in March/April 08. Highlights • The Docklands CSA featuring Geoff Cox and Lord Mayor John So commenced on air on

Channel 7 in November; • First roundtable of Docklands marketing managers was held;

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• Delivery of the Christmas decorations program in Docklands including a 12m high Christmas tree made from buoys, light pillars in Waterfront City and New Quay and banners installed throughout the precinct.

• All signage on Tram stops in Docklands is currently being updated to feature new Docklands branding and logo. This is expected to be completed mid February 2008.

4.6 Tourism Introduction Tourism Melbourne, Council’s dedicated tourism branch, is working to improve visitor information and awareness about things to see and do in Docklands. Tourism Melbourne’s program for Docklands includes research and information, product and service development. The following activities were carried out during the second quarter: Research:

o Development of research brief in conjunction with the Marketing and Communications branch. Research to cover visitors’ information needs, including visitor profile, length and purpose of visit, expenditure, transport used to get to Docklands, information sources used and satisfaction with visit to Docklands.

o Fieldwork at Docklands will be undertaken in the third quarter 2007/08. Visitor Information:

o Information on Docklands is available at the Melbourne Visitor Centre at Fed Square; o An audit was conducted of the information currently available to visitors and to the staff /

volunteers who operate CoM’s visitor services network. The audit will inform the branch’s work on visitor information and product development;

o A walking tour of Docklands has been developed by CoM’s visitor services network. The plan is to develop two additional walking tours: Docklands by night and Docklands public art;

o Tourism Melbourne organised three Docklands familiarisations for visitor services staff / volunteers – to improve knowledge and information about Docklands as a visitor destination;

o Tourism Melbourne conducted an events forum in November for visitor services staff / volunteers: Docklands people attended and presented on the sailing and ice-skating;

o Tourism Melbourne’s visitor information portal has a link to the Docklands website. Docklands events are also regularly updated on the portal;

o Tourism Melbourne’s weekly newsletter carries stories on Docklands and events being staged (on average, Docklands features every fortnight);

o The inner Melbourne visitor map, being developed as part of the Inner Melbourne Action Plan (IMAP), features Docklands as one of the region’s key tourist destinations. The map will be featured on visitvictoria.com, in the Official Visitors Guide, and through CoM’s visitor services network.

Product Development:

o Tourism Melbourne conducted a workshop in November for local businesses interested in creating links with the tourism industry. VicUrban staff and Docklands Chamber of Commerce were invited to participate.

o As part of the IMAP program, self-guided itineraries have been developed that showcase things to see and do in the inner region. Docklands is one of the precincts featured in these itineraries. The itineraries will launched as part of the IMAP tourism program in March 2008. Elements of the itineraries will feature on visitvictoria.com and will be distributed to Tourism Victoria’s PR/media teams domestically and internationally.

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Issues Identified • There is limited visitor information available on Docklands, and what does exist concentrates

on dining and events; • Tourism Melbourne’s audit suggests an opportunity to build information and product that

encourages visitors to explore Docklands’ maritime heritage, sustainability initiatives and its progress as a major urban development. This work is being started in Quarter three.

Highlights • Development of research brief to determine visitors’ information needs, visitor profile, length

and purpose of visit, expenditure, etc, which will assist in the development of appropriate Tourism information for Docklands.

4.7 Arts and Culture Introduction As part of Future Melbourne, and the associated consultation on the development of a new City of Melbourne Arts Strategy, the arts and cultural life of Docklands is emerging as a prominent theme. This pertains to all aspects of Docklands, including creative opportunities for visitors, workers and residents. The Arts and Culture Branch has proposed the development of a Docklands Arts Development Group. Initial consultation on membership has commenced and it is planned to convene an initial meeting of the Docklands Arts Development Group in early 2008. Council’s position paper on ‘Housing the Arts’ – which was formally approved in September 2007 – focuses on strategies to ensure that affordable space continues to available for artists and arts organisations in the inner city. Within the broad context of investigating affordable spaces for ‘cultural production’ purposes, Docklands is identified as an area where opportunities will be investigated. Council’s Housing the Arts Working Party is leading work in this domain. A specific opportunity to work in collaboration with the proposed ‘Artlab’ space on central pier is also being investigated. The Artlab space is still in development, but has been conceived as an access gallery for Melbourne’s emerging artists. The specific project under consideration relates to linking and exhibiting creative ideas with Future Melbourne. Issues Identified • There are many opportunities and challenges, but these will be considered in the

development of Future Melbourne and the Arts Strategy. Highlights • Finalisation of a $25,000 project with Docklands based arts organisation, Open Channel.

The project is funded through Council’s 2008 Arts Grant Program and is entitled ‘Talking Docklands Video Quilt’. Open Channel will exhibit the project in Shed 4 Docklands, city screens, on the web and portable devices between 3 and 24 April 2008. Through community storytelling, the quilt will provide 256 individual video diaries of Docklands residents and workers.

4.8 Business Development Introduction The extension of the City of Melbourne’s business development activities within the Docklands has focused on three key areas:

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• Providing financial support through the District Precinct Program 2007/8 to the Docklands Chamber of Commerce as a foundation member of the program ($30,000). The objective of the program is to assist with the prosperous development of relevant commercial areas within the municipality and enhance Melbourne’s reputation as Australia’s number one destination for shopping, (via positioning the Docklands as one of the City’s distinctive retail precincts) and a destination for dining and leisure experiences.

• The Small Business Grants Program 2007/8 provides financial assistance to small to medium size enterprises based in the City of Melbourne for activities including start up, business expansion and export entry. The grants have been promoted to businesses in the Docklands, through the Docklands Chamber of Commerce and community publications/networks.

• The development of a Docklands Retail Statement, as a companion to the Melbourne Retail Strategy 2006:2012. The retail statement is being prepared and jointly funded by City of Melbourne, Victorian Government and Vic Urban.

Issues Identified • Docklands Chamber of Commerce is a new organisation and will take time to build its

membership base and clear sense of priorities. Assistance through the District Precinct Program and links with other Precinct Associations will contribute to the development of the Chamber.

• One application was received from the Docklands in the August 2007 funding round of Small Business Grants program. However, the application was unsuccessful, as it did not fully satisfy the key objectives of the program.

Highlights • Funding of the Docklands Chamber of Commerce - $30 000 • Drafting of the Docklands Retail Statement, following extensive consultation with key

stakeholders such as developers, VicUrban and existing businesses within the precinct. Public release of Docklands Retail Statement is anticipated in Quarter 4.

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Section Five : Events, Attraction and Delivery 5.1 Events Strategy Introduction Events Melbourne is continuing to build and implement the Events Strategy in conjunction with the Docklands Events Group. During the last quarter the group heard proposals from

o The Charter Boat Association - outlining their Charter Boat Open Day Regatta to be staged in Jan 08;

o Australia Day - detailing the 2008 program and outlining their vision for 2009; o Design Foundation - outlining an opportunity to bring a world class interactive lighting show

to Melbourne in April as part of AGIdeas International Design Week. Four events have been identified as signature events for the precinct and will form the backbone of an annual program. These are:

o Skandia Docklands Invitational - a 5 race series held on the 19 & 20 of Jan 08 that will feature an exclusive number of invited boats considered the very best racers in the country which will serve to market Docklands to the elite of Australia’s yachting community;

o Melbourne International Boating and Lifestyle Expo - the Boating Industry Association of Victoria is committed to growing this into one of the country’s premier boating shows;

o Comtempora - an outdoor community based arts festival showcasing large scale sculptures and other works by Australian and international artist;

o Docklands Winter Festival - a themed event staged in the middle of the year designed to attract visitors to the area during a traditionally quiet period.

The Events Group is providing a valuable forum for all developers to table their individual event calendars, discuss issues and share ideas. The next quarter will be the busiest for CoM sponsored or delivered events with around 50% of the budget being expended during this period. Issues Identified • Each developer has a different position to their commitment to the overall events program.

Some that have been very active for a number of years are cutting back their investment and redirecting resources into other projects outside Docklands. Others with new developments reaching completion are increasing their marketing and events activity.

Highlights • The Docklands Events Group has expanded with Telstra Dome accepting an invitation to

participate and the Atlantic Group reengaging following the appointment of a new marketing manager.

5.2 Events Management Introduction During quarter two the following events took place in Docklands:

o Docklands Winter Festival - a themed event staged in the middle of the year designed to attract visitors to the area during a traditionally quiet period;

o Docklands Community Safety Day; o Boating Victoria’s Motor Cruiser Rally; o Festival Indonesia; o Dragon Boating weekend;

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o New Year’s Eve celebrations. Issues Identified • The program for the Docklands Winter Festival is still being developed due to the nature of

the event changing with installation of a temporary ice rink in Waterfront City from Dec 07. Several concepts that would complement the rink and be a catalyst for attracting additional people during winter are being explored.

• Two events, the Community Safety Day and Motor Cruiser Rally were impacted by adverse weather conditions which at times appear to be more intense than in other parts of the city.

Highlights • New Year’s Eve continues to grow in the precinct. Throughout the evening it drew an

estimated 30,000 people to the area. It’s is becoming the focal point for the city’s largest free public one day event primarily because the area offers a welcoming environment and the harbour enables the delivery of a much larger fireworks display. The 9.15 pm and midnight fireworks shows were supported by an extensive entertainment program based at Waterfont City that catered for the family market early on in the evening, then featured the ‘Doughboys’ who entertained an older audience up to midnight.

• Community Safety Day was very well supported by all the emergency services who provided

substantial infrastructure and content. It provided a program that has greater appeal than the name suggests and has the potential to develop into something significant.

• The opportunity outlined by the Design Foundation is exciting and could provide a world

class attraction cost effectively. 5.3 Waterways Events Introduction The Motor Cruiser Rally was the most significant water based event supported by the City delivered in the second quarter. Events Melbourne is continuing to work with Yachting Victoria, Boating Industry Association of Victoria, Ocean Racing Club of Victoria, major event organisers and community groups to build boating events and activity in the harbour. Issues Identified • The navy ships expected at Docklands for Navy Week did not eventuate due to operational

matters • Suitable boating infrastructure such as access to public berths or the ability to launch small

sailing craft and support vessels continue to surface as issues. These have been raised with the Docklands Waterways Working Group to address as part of the Waterways review.

Highlights • Skandia Docklands Invitational to be staged on 19 & 20 Jan 08 has developed into a much

larger event than 2007. The Age has become a partner and will produce a 16 page lift out promoting the weekend; media personalities will be invited to sail in one race on Saturday offering PR opportunities and Sunday will feature some of the world’s best sailors competing in a spectacular short course race in Victoria Harbour for a substantial prize.

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Docklands Community Safety Day – 28 October 2007

Docklands Visitors – Playing Pétanque

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Advertisement - Melbourne News, November 2007

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Delivering for Docklands 2007 – 2010 Strategy Launch 20 December 2007

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Delivering for Docklands – Media Coverage, The Age 2 January 2008

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Delivering for Docklands – Media Coverage, The Age 2 January 2008

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Docklands Christmas Decorations 2007

Docklands New Years Eve Celebrations 2007 / 2008

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