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 5.4

18 July 2007

DOCKLANDS PLACE MANAGEMENT PLAN

Division Economic Development

Presenter Robert Marsh, Manager Docklands Transition

Purpose

1. The purpose of this report is to present the 2007/08 Docklands Place Management Plan to the Committee.

Recommendation from Management

2. The Docklands Coordination Committee:

2.1. pursuant to section 27J(a) of the City of Melbourne Act 2001, approve the Docklands Place Management Plan for the Docklands Coordination area attached as Attachment 1; and

2.2. note that the progress of the plan will be the subject of ongoing reports to this Committee.

Key Issues

Transition Legislation

3. The City Of Melbourne And Docklands Acts (Governance) Act 2006 commenced on 1 July 2007. In accordance with this legislation Council established the Docklands Coordination Committee (‘DCC’) and delegated to it functions by resolution of Council on 26 June 2007.

Functions

4. Section 27J of the City of Melbourne Act 2001 (“the Act”) confers functions on the DCC which are to:

4.1. Approve any place management plan prepared for the Co-ordination area in accordance with the regulations;

4.2. Approve any finance and infrastructure plan prepared for the Co-ordination area in accordance with the regulations;

4.3. Provide advice, guidance and recommendations to the Council about the provision of place management services in the Co-ordination area; and

4.4. Carry out any function in relation to the monitoring of place management that is delegated to the Committee under s.27I of the Act.

Page 1 of 30

2

Delegations

5. The DCC has been delegated the functions the Council was required to delegate to the DCC as identified in the City of Melbourne (Docklands Coordination) Committee Regulations 2004. These are:

5.1. receiving reports on the provision of place management services (including information on the cost, scope and evaluation of those services);

5.2. inviting and receiving submissions from stakeholders on the provision of place management services; and

5.3. evaluating the effectiveness of place management services delivery (including engaging consultants for that purpose).

Content

6. In accordance with the Deed of Protocol signed by Council and VicUrban on 22 March 2007, the key elements of the Place Management Plan are:

6.1. site presentation (extending to cleaning and landscaping services) addressing:

6.1.1. cleaning and waste services;

6.1.2. parks services;

6.1.3. security;

6.1.4. urban design;

6.1.5. design;

6.1.6. street activity / regulation; and

6.1.7. public art;

6.2. waterways management (extending to activation, water cleanliness and quality, marina management, wharf maintenance and a contribution to the development and management of Victoria Harbour to a standard befitting a waterfront city);

6.3. safety and security (to ensure a sense of safety through a physical security presence in the Co-ordination Areas, extending to the provision of appropriate emergency and risk management procedures);

6.4. marketing and promotion of the docklands area (extending to developing and cementing the Docklands brand in the minds of Melbournians and businesses, providing effective information facilities on-site, and effectively communicating with the community of the docklands area to ensure that they embrace the vision of the developing precinct and are encouraged to build the local community) addressing:

6.4.1. stakeholder communications;

6.4.2. media (proactive);

6.4.3. place management;

6.4.4. marketing and retail development;

6.4.5. tourism;

6.4.6. arts and culture;

6.4.7. business and trade; and

6.4.8. events attraction;

Page 2 of 30

3

6.5. any other matter prescribed by or under the s.27A(1) of the City of Melbourne Act 2001 or any other service provided by Council as a service provider to VicUrban prior to 1 July 2007.

7. The Docklands Place Management Plan has been presented in draft to the Docklands Joint Working Group as predecessor to the DCC. VicUrban staff together with Melbourne City Council staff have had input in to the plan and both recognise that it will evolve with the operation of the DCC.

Relation to Council Policy

8. At its meeting on 26 June 2007 Council resolved to establish the Docklands Coordination committee and delegate functions as follows:

1 That Council:

1.1. pursuant to section 27B of the City of Melbourne Act 2001 (“the Act”) establish a committee of Council to be called the Docklands Coordination Committee (“DCC”);

1.2. note that section 27B(2) of the Act provides that the DCC is deemed to be a Special Committee of Council pursuant to section 86 of the Local Government Act 1989;

1.3. in accordance with sections 27C(1)(a)(ii) and 27D(1) of the Act appoint as the VicUrban members and deputy members of the DCC the persons nominated by VicUrban being: 1.3.1. Gabrielle Trainor (a VicUrban Board member) (Deputy – Marcus

Spiller); 1.3.2. Pru Sanderson (the CEO of VicUrban) (Deputy – Matt Fauble); and 1.3.3. Michael Hynes (a General Manager of VicUrban) (Deputy – Janet

Hamilton); 1.4. in accordance with sections 27C(1)(a)(i) and 27D(1) of the Act appoint as the

Council members and deputy members of the DCC: 1.4.1. the Chair of the Docklands and Major Projects Committee (Deputy –

the Chair of the Planning Committee); 1.4.2. the Chief Executive Officer (Deputy – Director Corporate Services);

and 1.4.3. the Director Economic Development (Deputy – Manager Docklands

Integration); 1.5. by Instrument of Delegation pursuant to section 27I of the Act, delegate to the

DCC the following functions in relation to the monitoring of place management services within the Coordination area: 1.5.1. receiving reports on the provision of place management services

(including information on the cost, scope and evaluation of those services);

1.5.2. inviting and receiving submissions from stakeholders on the provision of place management services; and

1.5.3. evaluating the effectiveness of place management services delivery (including engaging consultants for that purpose);

1.6. approve the DCC schedule of meetings, as detailed in the management report, the first meeting of which is scheduled to be held on Wednesday, 18 July 2007, commencing at 12 noon at the offices of VicUrban, 700 Bourke Street, Melbourne; and

1.7. note the DCC will not commence operation until the commencement of the City of Melbourne and Docklands Acts (Governance) Act 2006.

Page 3 of 30

Attachment: 1. Docklands Place Management Plan for the Docklands Coordination Area

4

Finance

9. There are no financial implications arising from the recommendation this report.

Legal

10. The report accurately describes the legal framework in respect of the establishment and operation of the DCC as required by amendments to the Act arising from the City of Melbourne and Docklands Acts (Governance) Act 2006. The DCC has been established by resolution of Council and has commenced operation with the commencement of the City of Melbourne and Docklands Acts (Governance) Act 2006 on 1 July 2007.

Sustainability

11. There are no sustainability impacts in this report as a status report.

Background

12. In April 2004 the Victorian Government announced that local democracy would be brought to Docklands in time for the Council elections to be held in November 2008. This decision was in response to recommendations of the Docklands and Adjacent Areas Inter-Departmental Committee in its 2003 report on “Governance of Melbourne Docklands and Adjacent Areas”.

13. Since that time, Council, VicUrban and the Victorian Government have worked together to ensure a smooth transition of municipal responsibility over Docklands to the City of Melbourne. This tripartite collaboration is ongoing whilst VicUrban retains its status as Referral Authority in Docklands with the Victorian Government (Minister for Planning) as the Responsible Authority.

Page 4 of 30

Attachment 1 Agenda Item 5.4

Docklands Coordination Committee 18 July 2007

DOCKLANDS COORDINATION

COMMITTEE

PLACE MANAGEMENT PLAN 2007/2008

Page 5 of 30

- 2 -

TABLE OF CONTENTS Introduction 2 1. Site Presentation 1.1 Cleaning and Waste 4 1.2 Parks Services 5 1.3 Security Services 6 1.4 Urban Design 6 1.5 Design 6 1.6 Street Activity/Regulation 7 1.7 Public Art 7 2. Waterways Management 2.1 Activation 9 2.2 Water Cleanliness and Quality 9 2.3 Marina Management 10 2.4 Wharf Maintenance 10 3. Safety and Security 3.1 Provision of Security Services 11 3.2 Emergency Management 11 3.3 Community Safety and Wellbeing 11 3.4 Risk Management 12 4. Marketing and Promotion 4.1 Stakeholder Communications 13 4.2 Media 13 4.3 Place Management 14 4.4 Marketing 15 4.5 Tourism 17 4.6 Arts & Culture 18 4.7 Business Development 19 5. Events Attraction 5.1 Events Strategy 20 5.2 Event Management 20 5.3 Waterways Events 21

Page 6 of 30

Page 3 of 27

Introduction Council and VicUrban acknowledge 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. This partnership will extend to and be reflected in a commitment to carry out their respective roles in Docklands by providing the highest levels of service possible. The need for ongoing collaboration between the Council and VicUrban, particularly the governance arrangements for the parts of Docklands defined as the Coordination Area, was recently recognised in the Docklands Protocol Agreement. The Coordination area includes Victoria Harbour, waterways, promenades, waterfront spaces and parks. Under the Protocol Agreement, Council will provide place management services in the Coordination Areas to a standard and quality which: • Are consistent with best practice; • Are consistent with the creation, maintenance and presentation of Docklands as a unique

waterfront development on the Council’s Central business District’s edge, ensuring Docklands’ continued growth as a world-class tourism destination and encouraging developers and others to invest in Docklands;

• Are not less than the standard and quality of the services provided to any world-class capital city, adopted in any precinct within the Council’s Central Business District or provided by or on behalf of VicUrban as at 30 June 2006, whichever is higher.

The purpose of the 2007/2008 Place Management Plan is to outline these services, specifically in the following areas of activity -

1. Site Presentation 2. Waterways Management 3. Safety and Security 4. Marketing and Promotion 5. Events Attraction and Delivery

MCC and VicUrban acknowledge that the plan’s format and content will evolve as the relationship matures. This initial plan is therefore not to be considered the established pro forma for coming years. This Place Management Plan will be delivered by Council, with the following reporting mechanisms:

• Daily contact between MCC – Rod Burke – Manager Docklands Integration and VicUrban’s Place Management Director to ensure effective progress

• Monthly reports on progress to VicUrban via the Docklands Management Group

meetings

• Reports against each area of activity to quarterly DCC meeting (reports to be circulated the week prior to the meeting)

• Quarterly review to DCC

• Annual review to DCC

Page 7 of 30

Page 4 of 27

1. Site Presentation

1.1 Cleaning and Waste Services City of Melbourne is committed to ensuring that the existing (2006/2007) standard of cleaning and waste service delivery to Docklands, within the Coordination area is maintained by continuing with existing contract providers for these services until they expire. Open Space City of Melbourne will honour the Open Space contract negotiated by VicUrban, within the Coordination area until its expiration on 30 June 2010. This contract will be managed by the City of Melbourne as a stand alone contract. Contract deliverables in the 07/08 year are: DELIVERABLES Disinfect all bin shells inside and out Keep bins free from spills and waste marks All loose rubbish cleared and monitored Disinfect all furnishings including seats, hand rails and or bike hoops All footpaths, walkways and decking areas mechanically scrubbed Clean Public Art as applicable Monitor and remove all walkway stains, including oil, tyre marks Conduct full litter patrol including cigarette butts and remove Syringe collection and disposal Chewing gum removal Spot clean pavers and tiles Thoroughly clean all planter boxes and tree beds Removal of water and other slip hazards Remove any graffiti Clean all light poles and feature lighting Waste City of Melbourne will be responsible for the overall management of waste for Docklands, This includes the take over of a number of VicUrban waste contracts including those for specific residential towers. Waterways City of Melbourne will honour the Litter Collection and Removal contract for Victoria Harbour and Marina Yarra’s Edge negotiated by VicUrban with Parks Victoria until its expiration on 30 June 2009. Contract deliverables in the 07/08 year are: DELIVERABLES Collection and disposal of floating litter and debris including disposal charges Contract Management Services VicUrban have been using a contract manager (Vector) to ensure that the service standards are being delivered by existing contractors. With a commitment to ensure that the standard

Page 8 of 30

Page 5 of 27

of service delivery to Docklands is maintained, City of Melbourne will honour the contract with Vector until 30 June 2008. Services provided by Vector include –

• Public Lighting - all management aspects (i.e. same service as is currently supplied to VicUrban), as it relates to the Coordination area

• Cleaning Contract Management – all management aspects (i.e. same service as is currently supplied to VicUrban), as it relates to the Coordination area

• Waterfront Presentation & monitoring (i.e. same service as is currently supplied to VicUrban)

Action Deliverable Responsible

Branch Work with transport and tourism operators to improve information and directional signage for city attractions

Develop and implement a program encouraging surrounding facilities including Telstra Dome and Southern Cross Station to improve directional signage to Docklands

Engineering Services

Improve pedestrian connections between central city and key city attractions including Docklands and Southbank

Complete signage audit in Docklands to identify locations and opportunities for improvement by April 2008. This includes completing planning for more integrated signage, public toilets and safety cycling signage

Engineering Services

Implement the Sustainable Public Lighting Action Plan according to the schedule of Year One actions

Install energy efficient public lighting in Docklands consistent with City of Melbourne’s Lighting Strategy and lobby VicUrban to encourage developers to install energy efficient lighting, as it relates to the Coordination area.

Engineering Services

The budget to deliver the above mentioned actions is $2,984,600 1.2 Parks Services City of Melbourne is committed to ensuring that the existing presentation standard of the parks in Docklands is maintained. City of Melbourne will honour the ‘Landscape Maintenance’ contract negotiated by VicUrban until its expiration on 30 March 2009. This contract will be managed by City of Melbourne as a stand alone contract. However, the Tree Maintenance portion will be excised from the Landscape Maintenance Contract and incorporated as a variation in to the City of Melbourne’s existing Tree Facility Management contract with CityWide from 1 July 2007. Action Deliverable Responsible

Branch Manage parks maintenance and cleaning contracts for Docklands

Integrate maintenance and cleaning services across Docklands into the City of Melbourne’s operations

Park Services

The budget to deliver the above mentioned action is included in the $1,537,650 allocated to Park Services branch.

Page 9 of 30

Page 6 of 27

1.3 Security Services

City of Melbourne has been providing security services in Docklands using the service provider SECUREcorp. The City of Melbourne will continue to provide this service. Contract deliverables in the 07/08 year are: DELIVERABLES Regular patrols of the Docklands Coordination area, seven days per week, 365 days per year. Response and attendance to various requests for urgent and general assistance within the Docklands precinct Provision of various daily/monthly reports, including incident and lighting reports. (Note: liquor reports are conducted by Monjon security, directly with developers) Supply, install and maintenance of 20 Electronic Locating Devices. Action Deliverable Responsible

Branch Management of the security contract for Docklands

Integrate security services across Docklands into the City of Melbourne’s operations

Property Services, Rates & Valuations

The budget to deliver the above mentioned action is $225,000.

1.4 Urban Design City of Melbourne will continue to provide strategic urban design advice and guidance to VicUrban and the Department of Sustainability in all aspects of urban design and public realm management of the Docklands. The City of Melbourne has no formal status in the planning approval process for the Docklands area, however for some years it has been involved in the process as a result of a Ministerial protocol which requires that the Council be consulted on all planning proposals. Whilst this does not give Council any formal voice in the assessment of proposals, it does enable considerable opportunity to comments on proposals and take part in discussions with developers. Action Deliverable Responsible

Branch Provide technical and strategic Urban Design advice to internal and external stakeholders

Provide urban design advice and input into Docklands public open space design and integration projects, within the Coordination area as required.

Urban Design

There is no budget impact to deliver the above mentioned action.

1.5 Design Council has an in-house design team who provide built environment advice to Council in the areas of architecture, landscape architecture and industrial design. Through this team,

Page 10 of 30

Page 7 of 27

Council will endeavour to influence the creation and maintenance of a high quality physical environment for Docklands. Action Deliverable Responsible

Branch Provide technical and strategic Design advice to internal and external stakeholders

Provide design advice and input into Docklands construction and integration projects within the Coordination area as required.

Design

There is no budget impact to deliver the above mentioned action.

1.6 Street Activity/Regulation City of Melbourne is committed to ensuring that the existing standard of regulation in relation to street activity in Docklands is maintained, as it relates to the Coordination area. Council will provide compliance services within the Docklands coordination area, which will include - • Advice and education in relation to Local Laws; • Issuing of notices to comply and infringement notices for breaches of the City of

Melbourne Local Law; • Respond to Local Law complaints on a call out basis during normal hours of attendance

and at prearranged event times; • Provide a service/premises for holding of seized goods for the prescribed period and

disposal thereafter, and the provision of transport of seized goods to those premises; and • The registration and maintenance of records of all local laws issues attended to and

issuing of notices to comply and infringement notices.

Council will assess applications for street trading permits as per the guidelines set out in the City of Melbourne Outdoor Café and Design Guidelines which incorporate the Docklands Coordination area. Action Deliverable Responsible

Branch Incorporate Docklands precinct into the Local Laws program

Roll out current CoM policy for “Local Laws” within the Docklands precinct

Street Activities

Incorporate Docklands precinct into the Street Trading program

Roll out current CoM policy for “Street Trading” within the Docklands precinct

Street Activities

There is no budget impact to deliver the above mentioned actions.

1.7 Public Art Council is committed to ensuring that the cleaning and maintenance of existing public art is retained at a high standard. Council has been provided with all public art maintenance information and has budgeted to continue the specified cleaning and maintenance regimes of all public art at handover date on 1 July 2007.

Page 11 of 30

Page 8 of 27

From 1 July onwards, as new art pieces are created, Council and VicUrban will need to agree on the process and responsibility for maintenance and cleaning of the new art. Action Deliverable Responsible

Branch Manage the cleaning and maintenance of existing public art in Docklands as at transfer date of 1 July 2007

Integrate maintenance and cleaning of Docklands public art into the City of Melbourne’s operations

Arts & Culture

The budget to deliver the above mentioned action is $34,794.

Page 12 of 30

Page 9 of 27

2. Waterways

2.1 Activation

City of Melbourne is committed to supporting and promoting the continued use and growth of the waterways. The dedicated tactical marketing campaign and events program that was executed to activate the water and waterfront in 2006/2007 will continue in 2007/2008. The marketing campaign will promote the Melbourne Waterways as the State’s best integrated boating destination. They key messages will be integrated with the overall destination marketing plan, and will be complemented by targeted activities to the following key audiences: • Recreational Boat Users • Cruising Vessels • General Public (marina experience) Mechanisms of communication will include: • Dedicated Boating Guide • Mobile Promotional Display • Website • Waterfront Marina Brochure • Advertising Strategy Docklands water events will be promoted within the Melbourne Marketing Program, leveraging the existing advertising campaigns and featuring within the seasonal print productions, and will be supported by dedicated PR activity. For more detail on the events strategy and deliverables that will be used to activate the waterways refer to section 5. The budget to deliver the above mentioned actions is included in section 4.4 under Marketing.

2.2 Water Cleanliness and Quality City of Melbourne is committed to ensuring that the existing water cleanliness and quality in Victoria Harbour, as part of the Coordination area is maintained. The protocol and standards for ‘environmental management’ of the wharfs, as outlined in the current VicUrban Marina Operations Manual, will be implemented in 2007/2008 and maintained in the future. Action Deliverable Responsible

Branch Manage the water cleanliness and quality of Victoria Harbour.

Litter management service contract with Parks Victoria, for the collection and removal of litter from Victoria Harbour and Marina Yarra’s Edge.

Park Services

Negotiate with the EPA to regularly include Victoria Harbour in their Yarra Watch program – which provides recreational water quality monitoring information for the Yarra River. The EPA

Park Services

Page 13 of 30

Page 10 of 27

currently test the water at Flinders Wharf to gain a ‘Docklands’ reading.

Negotiate with individual boat owners to encourage the use of sullage (sewage disposal) systems provided in Victoria Harbour (the EPA are responsible for enforcing this).

Park Services

The budget to deliver the above mentioned actions is included in the $1,537,650 allocated to

Park Services branch

2.3 Marina Management

Berthing within Docklands includes wharf berthing and marinas (floating pontoons). Wharf berthing is old shipping wharf that has not been developed at this stage. These wharfs are typically 3 meters high and are more suited to larger vessels. The marina’s (pontoon berthing) includes the new marinas such as Waterfront City Marina at Boatman’s Landing, the community boating pontoon and SuperYacht Marina. City of Melbourne is committed to ensuring that the existing marina management standards in Docklands are maintained. Council is currently drafting a Melbourne Docklands Marina Operations Manual for 2007/2008. The protocol and standards for ‘berthing operations’, as outlined in the current VicUrban Marina Operations Manual, will be maintained in 2007/2008. Action Deliverable Responsible

Branch Manage the provision of a world class maritime facility and boating destination

Undertake a review of the management and operations of the Docklands Waterways

Park Services

2.4 Wharf Maintenance City of Melbourne is committed to ensuring that the existing wharf maintenance standards in Docklands are maintained. The protocol and standards for ‘inspection, maintenance and safety checks’ of the wharfs, as outlined in the current VicUrban Marina Operations Manual, will be integrated into the new manual and maintained in 2007/2008. Action Deliverable Responsible

Branch Develop and implement a plan for the ongoing maintenance of wharf assets and infrastructure

Undertake a review of the management and operations of the Docklands Waterways

Park Services

Page 14 of 30

Page 11 of 27

3. Safety and Security 3.1 Provision of Security Services See section 1.3. 3.2 Emergency Management Procedures City of Melbourne is committed to ensuring that the existing emergency management procedures/services to Docklands, including the Coordination area are maintained. City of Melbourne will continue to be the responsible authority for delivering the Municipal Emergency Response Officer (MERO) function. City of Melbourne will partner with key stakeholders: Telstra Dome, National Australia Bank, Bureau of Meteorology and Central City Studios in delivering this action. Action Deliverable Responsible

Branch Ensure that the existing emergency management procedures/services to Docklands are maintained.

Deliver an appropriate MERO function to Docklands, in the instance of an emergency, as per normal CoM service and within the Coordination area.

Asset Services Branch

The budget to deliver the above mentioned services is $2,000. 3.3 Community Safety and Wellbeing Programs Council will aim to improve the safety of the precinct and wellbeing of residents and visitors to Docklands by extending a number of existing programs in to the area. This will be dependant on the demand and appropriateness of the program for Docklands, however may include: • Community Safety Audits • Syringe training & clean up • Satellite Mobility services – (User pay system. eg, at events) Action Deliverable Responsible

Branch Report on the implementation of the Strategy for a Safer City 2007-2010 and its five action areas, if required in the Coordination area only.

Where possible, implement and/or promote city safety initiatives in the Docklands Coordination area as appropriate. • Community Safety Audits • Syringe training • Syringe Clean up • Good Access is Good Business forum • Satellite Mobility services

Community Services

There is currently no budget allocated to deliver the above mentioned services.

Page 15 of 30

Page 12 of 27

3.4 Risk Management The City of Melbourne recognises risk management as an integral part of good management practice and decision making. The City of Melbourne will apply its existing Risk Management Policy to Docklands from 1 July 2007. Action Deliverable Responsible

Branch Provide ongoing legal advice and support to Council in regards to Docklands issues in the Coordination area as requested.

The Docklands Integration team have ready access to legal advice and support as and when required, in relation to the Coordination area.

Legal Services

There is no additional budget attached to the above mentioned service.

Page 16 of 30

Page 13 of 27

4. Marketing and Promotion 4.1 Stakeholder Communications City of Melbourne is working collaboratively with the Department of Victorian Communities and VicUrban to ensure effective and targeted communication to all relevant stakeholders. The parties will plan, implement and monitor key communication messages, as appropriate to each party, and specifically in relation to the Coordination area if and when required. To communicate relevant messages relating to the Coordination area, council may target the following stakeholder groups: • Key tenants(Business / Retailers) • Water Users (eg. charter boat operators etc) • Developers • Public Authorities (eg. Parks Vic etc) To communicate relevant messages relating to the Coordination area, council may use the following vehicles: • City of Melbourne website • Publications (Community News, Melbourne News, City Weekly) • Docklands3008 Magazine • That’s Melbourne website • Public Notices • Direct mail and letter box drops • Dedicated forums • Stakeholder consultation programs Action Deliverable Responsible

Branch Develop and deliver a comprehensive Docklands communications program

Ensure that Docklands stakeholder communications for the Coordination area are streamlined with City of Melbourne communication mechanisms and messages.

Corporate Communications

The budget to deliver the above mentioned action is $92,195. 4.2 Media In regards to the wider Docklands precinct, the City of Melbourne Media Office will: • Respond to all municipal-related Docklands queries. • Develop and deliver proactive stories to promote Docklands and City of Melbourne’s

involvement in Docklands as required and; • Identify future positive media stories for council and develop strategies to promote these

stories. With respect to the Coordination area, the City of Melbourne Media Office will; • Work jointly with VicUrban and council representatives to respond to all queries related to

the Docklands coordination area, via the appropriate channels as agreed by both parties.

Page 17 of 30

Page 14 of 27

Action Deliverable Responsible Branch

Develop and deliver a comprehensive media plan for Docklands activities

Work with VicUrban to ensure that Docklands media issues in relation to the Coordination area are addressed are handled in a timely manner.

Media

There is no additional budget impact to deliver the above mentioned service. 4.3 Process and Issue Management for ‘Place Management’

The term Place Management, refers to the management of specific place making services (refer to Introduction page), which are to be provided in the Docklands Coordination Area, under the guidance of the Docklands Coordination Committee.

Note: The term term ‘Place Management’, as per this Plan should not be confused with Council’s ‘Place Management Branch.

Council has a number of mechanisms in place to monitor the effectiveness of Place Management services and issues in Docklands. These include but are not limited to:

• Delivering for Docklands Strategy Council has developed a draft strategy, Delivering for Docklands, which looks at three focus areas – the resident community, the business community and a centre for tourism, events, retail and sustainable design. This strategy takes into consideration key place making issues and has identified appropriate priority actions for each focus area.

• Establishment of the Delivering for Docklands Taskforce – A small team of council representatives will be established with the focus of driving the Docklands strategy through council, and to identify key issues in Docklands and determine appropriate solutions for immediate benefit

• Place Management Branch – City of Melbourne’s ‘Place Management Branch’ is responsible for working across council and the community to provide leadership and support in the creation and maintenance of strong local area networks. The Place Management branch will be a valuable resource to assist the Docklands Integration team with specific advice relating to Council based place management issues in Docklands.

Action Deliverable Responsible

Branch Ensure the Docklands precinct is appropriately represented in council’s strategic 10 year plan, Future Melbourne

Work across council to develop a draft strategy for Docklands, Delivering for Docklands.

Docklands Integration Branch

Identify and address, key issues in Docklands, where appropriate

Determine appropriate solutions and respond to key issues via the Delivering for Docklands Taskforce.

Docklands Integration Branch and Economic Development Directorate

Communicate and engage with the Docklands

Provide a frontline/call centre service to respond and assist with Docklands

Customer Service & Place

Page 18 of 30

Page 15 of 27

stakeholder queries. Management community and council. Vertical Living E newsletter issued quarterly within Docklands.

Customer Service & Place Management

The budget to deliver the above mentioned service is $75,655. 4.4 Marketing City of Melbourne will deliver a marketing program for Docklands, which will see the area benefit from inclusion in a variety of existing and well established marketing outputs. It is envisaged the Docklands Coordination Committee will have an interest in the wider marketing of the Coordination area, however it is important to note that some elements of this program cover the wider Docklands area. The key marketing objectives for Docklands are: • To continue to build increased consumer awareness and confidence in the location and

appeal of Docklands; • To increase visitation to Docklands; and • To maximise the effectiveness of the collective consumer message being delivered to

consumers from VicUrban, City of Melbourne, Development Companies and major businesses.

Council will deliver a strong marketing campaign through the affiliation with media partners, campaign sponsors and the power of a combined media buy. In 2007/2008, City of Melbourne will continue to build on this campaign and will include outputs such as - Action Deliverable Responsible

Branch Develop and implement the Melbourne Brand in conjunction with VicUrban

New Docklands branding rolled out across the Docklands precinct.

Marketing Business Development

Develop and undertake a program of market research

Undertake a program of research to track brand attributes, brand values, measure marketing campaigns, measure Docklands visitation and city perceptions

Marketing Business Development

Include Docklands in City of Melbourne television advertising campaigns and Community Service Announcements

Docklands content will feature prominently within the CoM television advertising campaign and the dedicated Community Service Announcement and will be aired at key times throughout the year, such as - Postcards, Winter Secrets of the City Special, 2008 Summer Secrets of the City special

Marketing Business Development

Include Docklands in City of Melbourne print advertising campaigns

Docklands will be included in key collateral such as - Summer & Winter ‘Uber Guides’, Herald-Sun / CoM Christmas in the City Magazine, Herald-Sun / CoM Summer Magazine, specific Event Collateral, & dedicated Docklands Collateral.

Marketing Business Development

Page 19 of 30

Page 16 of 27

Promote Docklands Events Docklands events will be promoted within the Melbourne Marketing Program, leveraging the existing advertising campaigns, feature within seasonal print productions and supported by PR activity.

Marketing Business Development

Generally promote and support Docklands via a variety of existing and new mechanisms

-Include Docklands promotions as part of the City Rewards offer - Ensure CoM continue to host various events at Docklands venues. - Deliver the final MCC-publication of Community News (August edition). - Docklands consumer offer will benefit significantly from cross promotions leveraging the city’s events, festivals, art and culture and design, promoting the complimentary aspects of dining, bars and waterfront.

Marketing Business Development

Extend existing services to Docklands

Christmas decorations will be produced and installed throughout Melbourne Docklands.

Marketing Business Development

Ensure Docklands information is present on CoM owned and managed website

Docklands will continue to have prominent exposure on City of Melbourne destination website thatsmelbourne.com.au.

Marketing Business Development

The budget to deliver the above mentioned actions is $900,970.

Planned Docklands Initiatives and Activities 2007/08.

Television • A dedicated 30 second Docklands Community Service Announcement will continue to

be aired at key times throughout the year. • Docklands content features prominently within the City of Melbourne television

advertising campaign. • Docklands will feature prominently within seasonal television specials.

Seasonal Campaigns • Winter in the City 2007 Campaign including:

o Docklands AFL Dining and bar offers advertised in the sports section of the Herald Sun from May – Sept

o Bars & Dining collateral – 80,000 copies promoting offers at venues throughout Docklands and to be distributed to specifically drive visitation following events

o Dedicated presence in City’s 16 page Winter in the City pull-out in the Herald Sun o Presence in the City’s What’s on Weekly column in the Herald Sun (June –

August) o Dedicated segments in Winter in the City TV special airing July 4, 7.30pm o Dedicated Docklands chapter in the Winter Hot Spots guide to the City magazine

(100,000 copies)

• Christmas o Christmas event advertising in Herald Sun o Christmas in the City magazine inserted in the Herald Sun o Radio campaign promoting events & retail offers

Page 20 of 30

Page 17 of 27

o Half hour Christmas in the City TV special o Christmas in the City event brochure (100,000 copies)

• Summer

o Prime time TV special focussing on Melbourne’s waterfront and primarily Docklands

o Print advertising in Herald Sun o Docklands 30 second CSA to run throughout summer o Eat Drink Summer Docklands specific bars and dining collateral o Summer Hot Spots 2008 guide to the City (80-100,000 copies)

Event Marketing • Docklands events are promoted within the Melbourne Marketing Program, leveraging

the existing advertising campaigns, feature within the seasonal print productions and be supported by dedicated PR activity. ‘

• Dedicated marketing support for major events at Docklands

Theming • Christmas banners & Docklands banners produced and installed throughout

Melbourne Docklands.

Research • Melbourne Docklands has been incorporated into the annual market research

conducted by City of Melbourne. The research will test drivers and deterrents to visitation, both perceived and real, and provide an understanding of the Docklands concept in relation to outputs by the various development companies.

Tourism Marketing • Dedicated Docklands brochure for tourists • Dedicated presence in the Official Visitors Guide at key times throughout the year • Dedicated Docklands presence in the Melbourne Convention and Visitors Bureau

Planner publication to encourage conferences and business events to go to Docklands.

Waterways • Dedicated Waterways collateral • Dedicated Waterways advertising in selected publications • Presence at Boat Shows

4.5 Tourism

Council have ascertained the short and long term information service requirements of Docklands. Tourism Melbourne will undertake a number of activities to ensure the smooth integration and provision of tourism services to Docklands over the coming years. These activities will include -

Page 21 of 30

Page 18 of 27

Action Deliverable Responsible Branch Develop a plan for delivering tourism benefits to Docklands

Conduct research to determine visitor information needs

Tourism Melbourne

Including Docklands events in the weekly tourism newsletter and online Tourism Portal (accessed by tourism staff).

Tourism Melbourne

Stocking Docklands collateral in the Melbourne Visitor Centre @ Fed Square.

Tourism Melbourne

Holding Tourism Volunteer forums in Docklands to familiarise them with the area.

Tourism Melbourne

There is no additional budget impact of delivering the above mentioned actions.

Planned Docklands Initiatives and Activities 2007/08

• Increase tourist signage in Docklands where appropriate • Provide and coordinate portable information booths for rental to major events, within the

Coordination area if required. • Develop an implementation plan for i-hubs; • Support transport initiatives such as the Yarra River shuttle service. 4.6 Arts & Culture

The investment in the arts is central to the vitality, liveability and growth of our city. The City of Melbourne supports arts activities that enliven the city for the benefit of Melbourne’s residents, workers and visitors. City of Melbourne will work collaboratively with VicUrban on the future development of Public Art.

The key Arts & Culture objectives are:

• Support public art in Docklands by providing access to and issuing of arts grants for activities within Docklands; and

• Have input into the future development and design outcome of public art that is proposed to be located within the Coordination area.

Action Deliverable Responsible Branch Extend CoM’s Arts Grant program in the Docklands to promote the arts in the precinct

Subject to budget bid approvals - promote arts activities within the Docklands precinct

Arts & Culture

Contribute to new, major opportunities for the City’s

Evidence of arts and cultural planning into the design and

Arts & Culture

Page 22 of 30

Page 19 of 27

creative life development of public art in Docklands.

The budget impact of delivering the above mentioned actions is $33,750. 4.7 Business Development

City of Melbourne will continue to encourage the establishment, growth and retention of sustainable businesses in Docklands as it does in the CBD. It will also provide Docklands businesses with the opportunity to access Small Business Grants. The fund directly supports economic and business development in the municipality.

This does not relate specifically to the Coordination area.

Action Deliverable Responsible Branch Provision of a grants program for Docklands businesses

Completion of 2 Small Business Grant funding rounds with applications notified of outcomes within 2 months of closing dates

Business Melbourne

The budget impact of delivering the above mentioned actions is $52,000.

Page 23 of 30

Page 20 of 27

5. Events Attraction and Delivery In 2007/2008, City of Melbourne aims to provide a consistent approach to event management in the Docklands and to take advantage of time tested policies and procedures that have been established by the City of Melbourne. It further allows for a seamless transition of processes for event organisers when the City of Melbourne takes on responsibility for the Docklands from 1 July 2007. 5.1 Events Strategy The existing events strategy proposes a framework to identify events that may be suitable to Docklands. City of Melbourne will continue to support events in Docklands via the provision of sponsorship funds. The objectives of the events strategy include - • To position Melbourne as a waterfront city through the integration of Docklands and the

waterfront experience into the Events program of the City of Melbourne; • To increase visitation to the area, increase the profile of the area and create links

between water and land based activities; and • To facilitate close working relationships with local developers, residents, businesses and

traders. 5.2 Events Management The Events Melbourne Branch of the City of Melbourne will manage all event related matters in the Docklands precinct including - • Advising event organisers as to the requirements and information needed to allow for the

issuing of permits; • Coordinating event communications with relevant stakeholders. This will be done in

conjunction with the Marketing and Corporate Communications teams and will involve both promotional information to the broader Melbourne public together with impact information to local developers, residents and traders;

• Processing event sponsorship requests; • Coordinating supervision and monitoring of event related activities where required. This

involves having staff on the ground supervising event bump in and bump out and ensuring all conditions of the event permit are being adhered to; and

• Utilising existing City of Melbourne procedures and protocols for event management within the Docklands Precinct.

Council will work with key stakeholders to have a strategic approach to programming and promotion to reduce event clashes and balance stakeholder needs. These include – • Developers • Venue operators such as Waterfront City, New Quay, Telstra Dome and Film Studio’s • Residents • Traders Council will also work with existing Dockland event organisers to maximise the value of their events to the precinct. Events which are supported must make a contribution to the overall objectives of the precinct. In line with VicUrban KPI’s, the City of Melbourne will support the establishment of 2 major events annually that will endeavour to attract at least 10,000 people.

Page 24 of 30

Page 21 of 27

5.3 Waterways Events Supporting the Waterways Strategy, City of Melbourne will – • Endeavour to establish a major international nautical event (of similar scale to the Volvo

and Melbourne-Osaka events) on an annual basis. The Docklands precinct needs a number of signature events that symbolise the location and highlight its point of difference from other Melbourne locales;

• Work closely with the water-based community to attract and deliver water-based events. This includes working with Yachting Victoria, BIA, Fishing Victoria, individual clubs or other relevant bodies to develop or attract events that would appeal to their members;

• Continue to encourage major Melbourne events to extend their events into Docklands program. Eg. Moomba, New Years Eve, Australia Day;

• Encouraging appropriate quality events to consider Docklands as a viable location in which to conduct their event. The Events Melbourne Branch is in a position to identify suitable events and to introduce them to Docklands venue managers or suggest appropriate public spaces within the Docklands precinct;

• Facilitate discussions with other areas of government to maximise the use of Docklands for event activities. Eg. Tourism Victoria, Victorian Major Events Corporation, Department of Premier & Cabinet, Parks Victoria, Sport & Recreation Victoria. Managers of these agencies participate in a strategic events forum and discuss coordinated and strategic approaches to securing and delivery of major events; and

• The development of a suite of Docklands specific annual events. The City of Melbourne maintains a Multi Dimensional Events Calendar that seeks to spread events throughout the year and across social and political objectives, geographical precincts, community sectors and cultural pursuits. The Docklands precinct would be incorporated into the this calendar and over time an appropriate program of events would be established.

Details of events will be reported once confirmed. Action Deliverable Responsible

Branch Manage all event related matters in the Docklands precinct

Events Melbourne Ensure the smooth integration of Docklands into the Events Melbourne structure and process

Ensure suitable range of events are conducted in the Docklands precinct – what is a suitable range? Is there an events plan for this precinct?

Events Melbourne

Liaise with Docklands stakeholder groups regarding the effectiveness of the Docklands Events Program

Events Melbourne

Provide developmental support to new and existing events

Identify and develop one new event for the Docklands precinct

Events Melbourne

The budget to deliver the above mentioned actions is $631,605.

Page 25 of 30

Page 22 of 27

Planned Docklands Initiatives and Activities 2007/08 The City of Melbourne has proposed the following list of events that the City is likely to produce or sponsor in Docklands for the 2007/08 events season. The success of any event or program in this location relies on collaborative partnerships with the Docklands businesses and major venues. Events Melbourne has worked with ING and MAB to produce events in the 2006/07 season and is looking to continue to develop and deliver events with these key stakeholders. In 2007/08, new relationships will be explored with Lend Lease and Mirvac with the objective to strengthen the event offer at Docklands. This program of events does not include the events specifically programmed or hosted by developers. Proposed Program as at 14 May 2007 City Owned Events In 2006/07, the City of Melbourne delivered elements of its City Owned events at Docklands to demonstrate to Docklands stakeholders and the events industry the significance of the precinct as an emerging venue for events in Melbourne. Events Melbourne will continue with this strategy in the 2007/08 season, refining existing events based on the experiences of last season.

Christmas Dec 07

Events Melbourne are researching new event concepts for a Christmas event which will augment the current Christmas event program held at various venues around the City but will draw on the unique Docklands landscape for inspiration, water will be a focus.

5,000 pax

New Year's Eve Dec 07

A pyrotechnics show has been a feature of the Docklands New Year’s Eve celebrations for the past three years. The City will continue to present a spectacular fireworks display which can be viewed from the major retail and dining areas in Docklands. We will collaborate with NQ, WFC, VH and YE to develop a program of activity that will add extra ambiance to an already buzzing location.

45,000 pax

SFITC - Circus Capers

Jan / Feb 08

Circus Capers at Docklands attracted a group of loyal Summer Fun attendees who had attended this event, previously held in a park location in the City of Melbourne. The event concept, which taught participants circus skills and was followed by a performance by experienced circus tricksters was successfully relocated to Docklands. We will continue with this formula in 2008.

2,000 pax

SFITC - New Event Feb 08

Events Melbourne is working with our Summer Fun in the City event contractors to produce a special program specifically tailored to the Docklands area.

4,000 pax

Moomba@ Docklands Mar 08

Moomba@Docklands was a ‘satellite’ event held as part of Moomba Waterfest. It featured wakeboarding championship and demonstrations, interactive childrens adventure activities and a live on-stage performance by entertainers. Based on the success of the event in 2007, Events Melbourne will refine the programming but will continue to explore the themes of adventure and water based activities for 2008.

4,000 pax

City Sponsored Events The City of Melbourne’s Event Partnership Program provides financial and marketing support to a number of events with the major aims of encouraging visitation and strengthening the City’s reputation as the events capital of Australia. Events Melbourne will work with existing events to encourage use of Docklands venues, tailoring elements of the events to this waterfront location in consideration of managing a spread of events over the entire season.

Page 26 of 30

Page 23 of 27

Australia Day Jan 08

Australia Day is national day of celebration of what it is to be an Australian. The Docklands community is a new and emerging community, still in the early stages of development. The Docklands precinct is the home to a number of sporting and recreational clubs and this event will give them an opportunity to demonstrate their activities to their local community. A program of entertainment will be developed to further activate Docklands and enhance the experience of visitors.

5,000 pax

Tropfest Feb 08

Tropfest is a large annual short film festival staged in Sydney and beamed to locations throughout Australia. Melbourne’s event is held at the Sidney Myer Music Bowl. Discussions are taking place with the organisers to consider adding WFC as a festival site, maximising use of the existing screens and highlighting their significance.

2,000 pax

Melb Food & Wine Festival Mar 08

Food and Wine activities were held at Docklands in conjunction with the Volvo Melbourne Stopover and the Commonwealth Games. Events Melbourne is currently discussing event concepts with festival organisers to include activities at Docklands taking into consideration the importance of highlighting the already outstanding food and dining opportunities that exist at Docklands.

3,000 pax

Comedy Festival Apr 08 2,000

pax

Melb Int Jazz Festival May 08

Both the Comedy Festival and the Melbourne International Jazz Festival conduct a program of events at various locations around the City. Events Melbourne is commencing discussions with the festival organisers to explore the feasibility of staging some satellite events in Docklands venues.

1,000 pax

Boating / Yachting Docklands provides new opportunities to the City to deliver water based events in the municipality. A number of boating / yachting events will be staged to reinforce the City’s Blue Park Strategy and strengthen the public perception of this exclusive waterfront location.

Skandia Docklands Invitational

Jan 08

Entering its second year and an extension of Geelong Skandia Week, the Skandia Docklands Invitational is a new yachting event bringing together 20 of Australia’s elite yachts to compete in a five race series. The objective is for the cream of Australian yachting to be based, experience and connect with the Docklands precinct. The weekend of racing is supported by other water and land based activities and entertainment delivering a carnival atmosphere for the benefit of both the yachting community and general public.

10,000 pax

Summer Boat Show Feb 08 This exceptionally successful and popular event will form

part of the event strategy again this year. 25,000 pax

Dragon Boats Dec / Feb / Mar 08

The Dragon Boat Association has recently relocated to the Docklands and moved its major annual event, the International Dragon Boat Festival to Victoria Harbour. Events Melbourne is working with the association to develop and consolidate a more extensive Dragon Boat program. Previously it’s been part of the Corporate Games in Dec, Australia Day celebrations in Jan, has considered an involvement around Chinese New Year and is proposing building several new events.

10,000 pax

"Melbourne Yachting Regatta"

Jan 08

To be developed with Yachting Victoria, the premise is to develop a race or rally that would appeal to members of all yachting clubs in Port Philip Bay and have the finishing point together with any celebrations or awards ceremonies held at Docklands. The objective is to promote Docklands as a regular destination for the general yachting community.

2,000 pax

"Melbourne Sept A similar concept to above but aimed at the powerboat 4,000

Page 27 of 30

Page 24 of 27

Powerboat Regatta"

07 market. Again working with Yachting Victoria a race or rally would be developed that would encourage participation by the general powerboat user with the end result being large gathering of powerboats at Docklands for a weekend. The objective is to introduce Docklands as a regular destination for the powerboat community.

pax

Arts Dockland’s unique environment created by its waterfront, dramatic backdrop of the City of Melbourne and quality developments makes it an ideal venue for a range of art events.

Contempora2 Feb 08

Comtempora2 is a major art initiative staged in the Docklands precinct annually. Over a six week period, it presents large-scale outdoor contemporary sculpture and installations by recognised Australian and International artists and is developing into one of Australia's most prestigious sculpture events. The CoM will continue to work with the organisers to grow the program throughout the precinct and promote it broadly to the general public.

30,000 pax

Winter @ Docklands Jun 08

Events Melbourne is working on a Docklands in Winter event that will feature a large scale sculpture as part of the offering along with themeing, roving performance and fireworks. Based on these experiences, Events Melbourne will explore the viability of seeding another large scale art activity that would draw people to the precinct, raise the profile of Docklands and establish itself on the city’s events calendar.

3,000 pax

Community Anecdotal feedback from residents suggests Docklands has yet to establish its own community identify. Events are an excellent means for daring residents to step out and meet their neighbours and build a sense of place.

Docklands Community Festa

Linked with Aust Day or another time

This Festa would be for all residents, business and clubs in the areas to allow them to come together and start to build a sense of community. Events Melbourne will work with our Community Services branch to ensure appropriate programming,

1,000 pax

Other

Winter Wonderland Jun 08

Winter Wonderland is planned to become a festival of events staged in the Docklands precinct during the two weeks of the winter school holidays in July. At its centre will be the Snow Dome, an themed marquee housing Australia’s largest portable ice skating rink. During the day the skating program targets families and school children and offers snow play areas, children’s stage show and entertainment, carnival rides and food stalls. At night it’s geared to the corporate market, young singles and professionals with higher disposable incomes. Nights are supported by a more sophisticated entertainment program. Throughout the period, other precincts will deliver their own separate winter events that will vary in nature from food, art, performance, music, lighting etc with all complementing the winter theme. A common element is expected to link the whole precinct. Success is underpinned by the quality of the offering and the overarching marketing campaign planned and managed by the CoM.

60,000 pax

Street Performers Oct 08 Docklands could be the ideal venue in which to stage a

Street Performers Festival. It would be a new festival for 20,000 pax

Page 28 of 30

Page 25 of 27

Festival Melbourne and a chance for Docklands to develop its own identity and augment dining and visitors’ experience. The talent line-up could include traditional street acts, roving character actors, dancers, mimes, musicians, puppeteers and performance artists of every kind.

Events Melbourne will work with our many other existing sponsored events to consider using the Docklands precinct as a location for their events or for promotions. The success of any programs relies on collaborative partnership with the Docklands businesses and major venues with the City of Melbourne and Events Melbourne currently works closely with ING and MAB to produce events. New relationships will be explored with Lend Lease and Mirvac to strengthen the event offer at Docklands. This program of events does not include the events programmed by developers. NB. All events to be confirmed. For a pictorial view of the calendar, see next page.

Page 29 of 30

Page - 3 - of 27

CALENDAR OF EVENTS

Events Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun CoM Owned - extensions Christmas X New Year's Eve X SFITC - Circus Capers X X SFITC - New Event X X Moomba X Sub Total - CoM Owned 0 0 0 0 0 2 2 2 1 0 0 0 CoM Sponsored - extensions Australia Day (community based) X Tropfest X Melb Food & Wine Festival X Comedy Festival X Melb Int Jazz Festival X Sub Total - CoM Sponsored 0 0 0 0 0 0 1 1 1 1 1 0 Boating / Yachting Skandia Docklands Invitational X Summer Boat Show X Dragon Boats X X X "Melbourne Yachting Regatta" X "Melbourne PowerBoat Regatta" X Sub Total - Boating / Yachting 0 0 1 0 0 1 2 2 1 0 0 0 Arts Contempora2 X "Winter in Docklands" X Sub Total - Arts 0 0 0 0 0 0 0 0 1 0 0 1 Community Docklands Community Festa Sub Total - Community 0 0 0 0 0 0 0 0 0 0 0 0 Other Winter Wonderland X "Street Performers Festival" Sub Total - Other 1 0 0 0 0 0 0 0 0 0 0 0 TOTALS 1 0 1 0 0 3 5 5 4 1 1 1

Page 30 of 30