Glen Osmond Road Place Activation Report

Transcription

Glen Osmond Road
Place Activation Report
Prepared by Village Well July 2010
This report was prepared for the City of Unley, SA by VILLAGE WELL - July 2010
Level 6, 43 Hardware Lane Melbourne VIC 3000
Phone: 03 9650 0080 Email: info@villagewell.org
www.villagewell.org
d
Contents
1.0 Introduction
2.0 Community Workshop Findings
10
2.1 Broader Community Workshop Findings
2.2 Stakeholder Workshop Findings
2.3 Traders Workshop Findings
4
11
12
13
3.0 Place Branding 16
4.0 Place Story
20 4.1 Place Essence
4.2 Place Principles
24
6.0 Reference Material
32
7.0 Appendices
35
5.0 Place Activation Plan
21
22
1.0 Introduction
About this Report
Village Well has been invited by the City of Unley to
conduct a series of community workshops to facilitate
a discussion with City of Burnside, the broader
community and key stakeholders in the area about
ways to revitalise the Glen Osmond Road precinct
to ensure the precinct maintains prominence and
presence in Adelaide. Village Well have prepared a
Place Activation Plan to help activate some ‘Small Win’
projects which were formulated in collaboration with
the community and Working Group.
This report summarises the key findings from the 3
workshops: A Broader Community Workshop, Council
and Stakeholders Workshop and a Businesses &
Traders Workshop. The workshops laid a foundation
to identify key priorities for the Glen Osmond Road
precinct and 5 key themes emerged for action by
Council (Unley and Burnside Councils) as well as the
Glen Osmond Road Precinct Association (GORPA),
property and business owners and other relevant
responsible agencies.
It is important to note that two major shopping centre
developments have recently been approved and is
now under construction on the Glenside site on the
corner of Glen Osmond Rd and Fullarton Rd. The face
of the precinct is set to change dramatically with two
of these significant shopping centre developments
being approved. With this in mind, the Glen Osmond
Rd precinct should see this as a positive with a large
opportunity for growth with these developments in
such close proximity. Village Well believe it is essential
that this Place Activation Plan be seriously considered
by all relevant stakeholders involved to ensure the
prosperity and growth of this precinct in the context of
surrounding development change.
Although the precinct is challenged there are positives
to be drawn from the past including:
• The vitality of the Eastwood Community Centre
and its ongoing financial support from the City of
Burnside and potential to engage the community
in ‘owning’ this project
• The City of Unley’s ongoing commitment to
Economic Development and the holistic, inclusive
approach taken to date for Glen Osmond Road such as the allocation of infrastructure funding for
projects identified by GORPA to be implemented
within the Precinct and the facilitation of the
collection of a separate rate to fund the activities
and operation of GORPA
• The achievements of GORPA as outlined in page 3
of this report
Glen Osmond Road Place Activation Report - 1
About Glen Osmond Road & GORPA
On the fringe of Adelaide’s central business district,
linking the city with the entrance to Adelaide’s major
South Eastern Freeway through the Adelaide Hills,
Glen Osmond Road stretches from Green Hill Road
in the north to the beginning of the Adelaide Crafers
Highway in the south. The road sets the boundaries
between the Unley City Council and the Burnside
City Council.
Glen Osmond Road was once a thriving and
destinational shopping precinct offering a wide
range of shopping experiences, particularly catering
towards factory outlet and discounted shopping.
However, in the last few years it has experienced
increasing commercial vacancy rates and seen a
decline in customer base due to the opening of
other major shopping centres in the area.
The areas surrounding suburbs of Glen Osmond
road are Fullerton, Parkside, Frewville, Glenunga,
Glen Osmond, Eastwood and Myrtle Bank.
Compromising of a total population of 19,867 and
9,075 dwellings.
There are a high proportion of Italian and Greek
migrants living in this area. The Glenunga and
Frewville suburbs also have a significantly higher
proportion of migrants from a Malaysian and
Chinese background.
History of GORPA
June 1999 – Glen Osmond Road Precinct
Association (GORPA) officially registered with the
Office of Consumer and Business Affairs.
The Association Constitution details it’s purpose to:
•
•
•
•
Facilitate the revitalisation of GO Rd and its
surrounds with the support and participation of
the whole community.
Coordinate the efforts of residents, tenants,
traders and other persons who live, work and /or
own property in or near Glen Osmond Road for
the betterment of the same.
Implement and maintain programmes, projects
and events which enhance the physical
appearance, convenience, safety and appeal of
Glen Osmond Road and to promote the services
available and economic strength of the same.
Maintain communication with all authorities,
levels of government, community groups.
Agencies and individuals who may have an
interest in, or be able to assist the objects of the
Association.
Fundraising
• Since 2000 the City of Unley has been raising
a Separate Rate (levy) on Glen Osmond
Road properties between Greenhill Road and
Katherine Street in the category of Commercial
•
•
•
(Shop) to fund a marketing program formulated
and implemented by GORPA.
The raising of the Separate Rate is at the request
of GORPA on an annual submission to fund
marketing activities to collectively promote
the precinct. External grants and membership
fees also contribute to the GORPA marketing /
operating budget
In 2005, the City of Burnside granted $15,000
towards GORPA marketing activities
In 2009-10 voluntary membership to GORPA is
available for Burnside businesses at a fee of $50
per person or $100 per business. Collection of
a Separate rate is critical to ongoing viability of
GORPA
“The splitting between two Councils is a real
challenge as lack of co-ordination, clashes of
strategic direction and funding will limit the potential
for this centre”
Infrastructure Funding
• Infrastructure projects are identified and
prioritised each year by council in accordance
with Council’s Asset Management Plan and
GORPA submissions.
• City of Burnside conduct infrastructure works on
their side as part of its City works program
• There is an identified need for both Councils to
better coordinate infrastructure works to achieve
improved street amenity
GORPA Achievements
Annual marketing and promotional projects have
been completed since inception and collection of
marketing levy. Achievements from the past five
years include :• 2005-06 installation of public toilet, painting of
precinct stobie poles (both sides of road).
• 2006-07 design & installation new street banners
(both sides of road), lighting of significant
buildings.
• 2007-08 Street event – ‘Health & Wellbeing’,
Business Safety CD development and
distribution.
• 2008-09 Street event and ongoing maintenance
of street scape i.e planters, footpaths etc…
Current Precinct Issues
(As identified in 14 December 2009, ‘GO to the
Future’ Workshop, City of Unley)
• Ongoing limited capacity to raise the required
funds to make a difference
• Studies conducted in past to improve precinct
viability but resources not available to implement
• Ongoing pressure from dissatisfied rate payers
• New Competition - Glenside Shopping
Development
•
Established Competition – Harbour Town
Main Street Improvement Program –
GO Rd 2009-10 component
• Pay out to all businesses who participated in
2007 lighting project for non- claimed power
reimbursement (12)
• ‘Place Activation’ Project – focus on quick wins
in main hub. External place maker be engaged to
facilitate.
Source: GO to the Future, Glen Osmond Road
Background Presentation City of Unley, 14
December 2009
2.0 Community
Workshop Findings
2.1 Broader Community Workshop Findings
The following section documents a summary of
the key findings from the Glen Osmond Road
Place Activation workshop held at the St Oswald’s
Anglican Church, Parkside on the Sunday 23rd of
May 2010 from 2-4pm with the Broader Community.
What makes Glen Osmond Road Special?
Participants of the workshop were asked to define
what they felt made Glen Osmond Road special.
The following responses were recorded:
• Gateway / identity
• Experiences
• History – heritage buildings and churches
• Buildings and the architecture
• Experience / luxury cars – “this place is posh”
• Better use of vacant buildings and parcels of
land
• The Arkaba Hotel – needs TLC throughout and
better programming
• Walkability of the area / human scale
• Sense of community
Personality Exercise: Now & Future of Glen
Osmond Road
As part of a group brainstorm, participants were
asked ‘If Glen Osmond Road were a person, what
kind of personality characteristics would they have?
Now, and in the future?’ The following responses
were captured:
Now
Future
Maintain/Strength/
Evolve
Angry
Frantic
Harsh
Turn Weakness
into Strength
Introduce
Stale
Multiple
Personality
Friendly
Vibrant
Outgoing
Multicultural
Face lift
Leave Behind
Top Challenges & Opportunities
The following top challenges and opportunities
relating to Glen Osmond Road were specifically
identified in the workshop listed in order of priority:
Challenges
• Corporate Identity and Cohesion
• Traffic speed
Opportunities
• Streetscape beautification
• Major gateway area – cars as an opportunity not
a problem
• Signage
Small Wins
Participants were asked to identify the small wins
for the project, so that they may be addressed
throughout the project. The following responses
were captured:
•
•
•
•
•
•
•
Local trader and community newsletter
Lined car bays
Better way finding – car parking, destinations
Canopies on front of buildings for shade
Stop the buses into G.O Road to experience it
Facebook group for local artists to trade
Planter boxes – wicker with colourful seasonal
•
•
•
•
•
flowers
Rent free / subsidized rents in pockets
A place branding process
Music on speakers
Softening of car parking with greenery
Fountain inn pub needs a makeover
2.2 Stakeholder Workshop Findings
The following section documents a summary
of findings from the Glen Osmond Road Place
Activation workshop held at the St Oswald’s
Anglican Church, Parkside on the Monday 24th
of May 2010 from 9-11am with key stakeholders
including councillors from Unley City Council, the
Mayor of Unley, Burnside Council staff, land owners
and business owners.
Personality Exercise: Now & Future of Glen
Osmond Road
were captured:
What makes Glen Osmond Road Special?
Participants of the workshop were asked to define
what they felt made Glen Osmond Road special.
The following responses were recorded:
• Entrance to Adelaide
• Lots of accommodation for travellers
• A well run street
• Two sided council spread
• Vibrant community centre
• Two schools
• Churches
• Community minded
• Streetscape has character
• Huge exposure
Now
Future
Maintain/Strength/ Success
Opportunistic
Evolve
Gen Y
Turn Weakness
Nervous
Happy
into Strength
Stressed
Energetic
Tired
Fresh
Lost
Linkages
Lack of Parking
Introduce
Well balanced
Demonstrative
Fragmented
Angry
Ageing baby
boomer
Too hard
Leave Behind
relating to Glen Osmond Rd were specifically
Barrier created by traffic
Major transport route, noise pollution
Noise for local traders
Trucks and exhaust brakes
Challenges
• Pocket parks and linkages
• Traffic / Noise
• Car Parking
Car parking (7)
Parking spaces
Lack of
Need improved access to parking
Opportunities
• Re-evaluating future direction
• Traffic
• Engaging community stakeholders
Speed Management (6)
Traffic volume and impact
Main Rd large amounts of traffic
Get big trucks out of street
Type of traffic trucks and school
Create constant flow yet create a village
Reduction of speed
Detailed Findings
Challenges
Pocket parks and linkages (8)
Greening the site
Linkage signage
Lack of places for kids
No connectors
No reason to stop and linger
Traffic/ noise (7)
Traffic as a divider
Sea of traffic
Traffic domination
Mix of shopping (6)
Committees don’t work
Bring the traders together
Reduce the negativity
Competing with out markets
Attracting a multicultural mix
Rate collection funding (6)
2 councils agreements
Collaborative stakeholders
Joint authority
Council interaction
Precinct has changed: what are we?
Opportunities
Completion (5)
Getting community support
Re engaging local community
Less talk
Recognition of need to change
Re-evaluating future direction (11)
Re branding
Hidden gems show
Capacity building mix uses
Zoning
Create clusters with better mix of business
Limited space and harshness of highway (4)
Harsh environment
Limited footpath space
Harsh conditions on road
Two councils not working together (4)
Getting all key stake holders to meet on a common
goal
Different councils different priorities
Each side of road different council
Funding
No distinct businesses focus (4)
Unified approach
Changes to service based as opposed to retail
based
Take advantage of changing main road
Lack of identity and offer (3)
Branding
Marketing plan
Traffic (10)
Increase foot traffic ins street
Increase awareness
Huge expose traffic daily
Parking signs significant exposure
Extension on precinct
Engaging community and stakeholders (9)
Linking communities
Art work on street
Attracting families
Village living
Re engage stakeholders
Engaging local residents
More community awareness
Put in a place
Create a niche and run with it
Joint partnership / governance by both councils
(7)
Plan from both councils
Create a broader partnership
Constant dialogue
Combination marketing
Softening (6)
Increase trees and vegetation
Greening
Soften environment
Green adaptors
Renew street scape
Gateway precinct to Adelaide (5)
Embrace the entrance give them something to look at
Make use of the direct passage into the city
Work with existing open space owners to gain use of
space by community
Parkside community
Ownership by the community
Streetscape beautification (5)
Streetscape with character
Indoor and outdoor dining
Landscaping
Change environment on side streets
Define identity and purpose of precinct (3)
Brand identity
Redefine purpose of the road
Something must be done now
2.3 Business & Traders Workshop Findings
The following section documents a summary of
key findings from the Glen Osmond Road Place
Activation workshop held at the Arkaba on Monday
24th of May 2010 from 6-8pm with business owners
and traders on Glen Osmond Road.
Personality Exercise: Now and Future of Glen
Osmond Road
were captured:
Now
Energy
Recognisable
traffic corridor
Potential
Tired
Grumpy
Anxious
Can be unsafe
Stressed
Noisy
Fragmented
Angry
Ageing baby
boomer
Too hard
Future
Maintain/Strength/ Gateway
Evolve
Exposure
Turn Weakness
into Strength
Introduce
Not over developed
Leader
Alive
Grungy cool
Multifaceted
Leave Behind
relating to Glen Osmond Road were specifically
Challenges
• Traffic
• Getting traders and community engaged
• Lack of mix and offer
Opportunities
• Clean Slate
• Traffic and locations
• Intensify – 3 or 4 story
Detailed Responses
Challenges
Traffic (15)
Combining traffic movement to be safe for people
movement
Traffic presence edge of road, need softening
Lesser traffic
Traffic direction change
Truck traffic GO road is main entrance
Widening street
Safer flow of traffic
Getting traffic to stop and shop
Parking access
Softening the domination of traffic
Slow down traffic
Noise pollution
Poor foot traffic
Getting traders and community engaged (8)
To work together
Occupants don’t know each other
Lack of community getting locals to stay local
Engaging local property owners
Mix of business
Lack of mix and offer (7)
Remove negative reaction from surrounding areas
Too many vacancies
Diversity and quality
Creating friendly hubs
Getting product mix right
Tired empty buildings
Upgrading old buildings
Increase corporate business
Unity and Consistent management (6)
Limitations on commercial development
Limitations of development by council
Absence of unified management
Two councils too much red tape
Build links
Increasing Prosperity and Livability (4)
Improve life
Enhance prosperity
Coordinating to make stuff happen
GORPA
Existing mix (5)
Service – local produce excellent
Allow combination of developments and community
programs
More professional business
Greater mix retail café
Opportunities
Greening softening Rd (2)
Soften the street
Clean state (11)
New shops on precinct
Friendly colours
A new brand Glen Osmond and creating interest
A sense of place
To inspire business from other areas to GO
Be positioned to take advantages that lay ahead
Re-brand and renew
Traffic and Location (8)
Exposure
Drivers by
Gateway to Adelaide
Accessibility
Intensify – 3 or 4 story (5)
Existing buildings stock
Planting more green
Build on top of shop fronts
Current low street scale
Small Wins
Participants were asked to identify the small wins
for the project, so that they may be addressed
throughout the project. The following responses
were captured:
•
•
•
•
•
•
•
•
Kick start the local economy to stop the leakage
– know your neighbour
Communication with business owners and
councils- meet people face to face
Define the precinct and identity
Music buskers, street plantings, fountains,
piazza area
Involve kids in the making of street art
Temporary activation of vacant land and shop
fronts
Keep windows clean
Sort out traders association
3.0 Precinct Branding
Osmond
Road
Glen
The updated Glen Osmond Road brand celebrates the myriad of diverse offers that is now evident and emerging in this
Osmond
gateway precinct. It is no longer just about the ‘shopping
bag’ icons, but offering more lifestyle, retail, dining and professional
Road
services. The style of the design depicts some of the decorative architecture in the street, whilst capturing an element of
youthfulness and playfulness. Yet, it is still linked to the original brand through the consistency of colour.
Brand concept:
Brand concept with optional tag line:
Glen
Osmond
Glen
Osmond
Road
Road
Glen
Osmond
Road
Gateway into Adelaide
Gateway into Adelaide
Brand in various
colour combinations:
Glen
Osmond
Road
Glen
Osmond
Road
Glen
Osmond
Road
Glen
Glen
Osmond
Glen
Osmond
Road
Road
Glen
Glen
Glen
Generic banner design:
Potential promotional-style banner:
Generic banners can be
used throughout the year
and should be repeated
(double-sided) along the
main strip.
SPOT
SPOT
specials
specials
Gateway
Gatewayinto
into
Adelaide
Adelaide
Glen
Glen
Osmond
Osmond
RoadRoad
Promotional banners can
be produced to highlight
a specific event or theme.
These should ideally reflect
part or whole of the brand
either through design
elements or colour.
Shop stickers can be produced to be
proudly displayed on the shop windows
of all businesses in the street as a visual
marker of the precinct brand.
City of Unley & City of Burnside presents:
GOad
Ro eet
Str tival
Fes
(left) Potential post card design to
promote local events, i.e. ‘Glen Osmond
Road Street Party’ festival.
4.0 Place Story
4.0 Place Essence /Vision
Glen Osmond Road Place Essence & Vision:
A fundamental aspect of Place Making is
determining the essence of a place by examining
the characteristics of that place and teasing out
the elements that make it unique. The Place
Essence is a dedicated response to the community
engagement undertaken and the community’s belief
and understanding of a place and how it can be
represented in the physical, social, environmental and
cultural expression of that place.
The Place Essence informs everything we will do to
make Glen Osmond Road a great place in which to
live, work, play and visit. It seeks to inform the feel,
positioning and quality elements such as the built form,
landscaping, welcome and directional signage and
seating.
The Place Principles are designed to underpin the
Place Essence, and act as higher order principles
to carry the vision forward. The actions that are
recommended serve only as guide toward achieving
the vision for Glen Osmond Road Precinct, and are not
definitive. The more practical outcomes are detailed in
the Place Activation Plan in section 5.0.
Glen Osmond Road, is a thriving and
multi-functional gateway corridor that
services the needs of the local
community, inviting them to
retreat in pleasant surrounds.
Families, business and visitors alike
can stop and enjoy a taste of
authentic and local Adelaide lifestyle
with a vibrant diversity of meeting
places, lively cafes and welcoming
businesses.
4.2 Place Principles
Embrace the Road as a Gateway
The surrounding residents and traders are well
informed by the planning process; successful
engagement and community think-tanks meet to
discuss ongoing strategic direction.
Recommended Actions
Recommended Actions
Slow traffic to allow
drivers the chance
to take in the variety
of offer that the road
presents.
Clean up the street
scape to make the offer
look more inviting
Connecting the Community
Glen Osmond Road is the primary entry into
Adelaide. A place for travellers and visitors to
stop, rest and eat.
The use of street
banners/gateway entry
statement and clear
signage to welcome
and make visitors aware
that they have entered
into the Glen Osmond
Road precinct
Use of way-finding to
direct traffic to available
off street parking for the
visitors.
Beginning with a
clean slate in terms of
community engagement
provides a chance to
start a positive culture of
engagement
Establish a strategic
council to inform
decisions with members
from both councils
supported with funding
Ensure continued
collaboration between
community and council
Connect the two
councils (Burnside and
Unley) for collective
action
A Great Place to do Business
Beautiful, Prosperous and Livable
Glen Osmond Road is a great place to conduct
a business. The area is clean and inviting and
the road entices the large numbers of passing
vehicle traffic to stop. The Road is no longer just
a thoroughfare but a destination.
Glen Osmond Road is a green, clean place where
people want to visit, shop and play.
Recommended Actions
Recommended Actions
Evaluate the bus stop
location
Utilise traffic exposure
with well thought out
signage and lighting
displays
Refresh shop fronts
and carry out visual
merchandising audits
Carry out a street
planting and
beautification project
Capture drivers
attention with vibrant
shop front displays and
lighting of windows at
night
Target desired retail
outlets and brand
names
Keep windows clean
and tidy
Look to activate any
back of shop offer that
is available as alfresco/
footpath trading is
limited
The Place Activation Plan is a summary of ‘Small Win’ projects that
considers the Place Essence/Vision and Place Principles for Glen
Osmond Road and provides actions and recommendations to help
realise this Vision for the precinct.
The summary of findings from the consultation contained many
actions that were collaboratively identified by the stakeholders
which was distributed amongst the Working Group. The Working
Group then divided up the workshop findings into 5 key themes to
action:
•
•
•
•
•
Marketing
Traffic Management
Street Beautification
Infrastructure
Other - Planning/Community/Policy - which we have broken
into Community and Traders & Council
As discussion took place, ideas thoughts and comments from
group members that did not fit into the 5 main themes were
‘parked’ for consideration. The following ‘Ideas/Issues’ were
raised:
• Adelaide’s leading restaurants (Osteria and Singapore House)
are recently moving into the Precinct and the Working Group
thought it would be important to include this in any branding
and identity work carried out
• A mapping project to identify car parks (promote by print i.e.
part of newsletter and on GO Rd website, City of Unley and
City of Burnside websites)
• Improving car parking behind buildings - work with owners to
seal/line mark/ sign and general improvements (plantings)
• Cross-precinct promotion in vacant windows (business
owners approaching land owners with vacancies - GORPA to
coordinate)
To encourage ownership of the Activation Plan, Village Well have
used the Working Group’s action plan as the basis for the Place
Making recommendations, identifying the small, medium and
long term recommendations that can apply across the proposed
projects that were identified, with relevant responsible agencies
identified where possible.
Village Well then developed more detailed Place Making
recommendations based on the research and consultation to date,
(that were not identified by the Working Group). These have been
provided in the 5 key theme tables to ensure consistency.
The Working Group’s original table is attached in the appendices.
The number of mentions of each potential project received in the
workshops was noted in brackets in the workshop summary. The
Working Group members then discussed each identified project
and then ranked their individual top 3 by allocating 3 votes across
one, two or three projects. The stars represent the votes.
1. MARKETING
Proposed Projects
Priority
1. Logo/Brand identity to
define the precinct
Highest
Responsible Agency Legend:
g
g
g
g
Short Term
Recommendations
3-6 months
Create G.O Rd window stickers
and stencils that can easily be
implemented in the short term.
- Village Well recommend
creating an updated/new precinct
brand to be rolled out in the first
instance
Update the existing G.O Rd Precinct
website with the new branding
2. Community Newsletter Medium
Create a bi-monthly community
newsletter that feeds into the
activities of the Eastwood community
centre activities and G.O Rd precinct
activities - this will increase brand
awareness of the precinct
3. Improve
Communication
Medium
4. Loyalty/Discount
system for Precinct
Medium
- Between business owners
and Council and in between
businesses
5. Website/Facebook
profile
Low
Replace street pole banners with new
G.O Rd brand as soon as they brand
is accepted and formalised.
Create a regular forum for dialogue
with business owners and Councils
through an online forum/blog in
the first instance. This should be
regulated and organised by City of
Unley to start with.
Put together a loyalty program,
for all shoppers in the precinct as
well as individual businesses i.e.
complimentary coffee cards etc
Create a facebook group with key
precinct activities and things to do to
increase brand awareness
Responsible
Agency
g
g
g
g
CoU
CoB
GORPA
VW
g GORPA
g BO
g CoU
g CoB
g BO
g GORPA
g GORPA
Medium Term
Recommendations
6-12 months
Update any existing marketing
material with the new brand i.e
brochures, programs, directories,
postcards, poster etc
Develop seasonal banners that utilise
the new brand relating to events or
holidays i.e. Easter/Xmas/Mothers
Day etc.
Get GORPA and the Eastwood
Community Centre to collaborate
on a regular programme of events
that are relevant to the precinct
and community to re-invigorate the
precinct advertised in the newsletter
Collaboratively through CoU, CoB,
GORPA and other interested parties
create a communications document
that instils a sense of ownership and
responsibility to continually work on
the precinct and ensure momentum
is not lost.
Encourage shopping in the precinct
by advertising VIP sales and special
shopping nights for regular customers
Use the G.O Rd precinct website
to advertise events and other key
activities in the area.
Link and update on the facebook
group as events are organised
CoU City of Unley
CoB City of Burnside
VW Village Well
GORPA
Responsible
Agency
g BO Business Owners
g PO
Property Owners
g Other
Long Term
Recommendations
12+ months
Responsible
Agency
Create a new suite of marketing
material every year to increase
brand awareness for the precinct
g GORPA
g CoU
g CoB
g GORPA
Continue to rotate the street banners
Community notice board to keep the
community informed of what’s going
on with the precinct, key community
events and programs and services
available.
g GORPA
g CoU
g CoB
g GORPA
g BO
g CoU
g CoB
Consider the possibility of employing
a Place Manager paid by both
Councils to manage the precinct.
This person would sit across all
departments including Planning,
Traffic, Infrastructure, Community
and Economics and be the go
to person from GORPA and the
community.
g BO
g CoU
g CoB
g BO
g GORPA
Deliver a regular loyalty shopping
and incentive program if customers
and the local community take up the
earlier programs.
g BO
g GORPA
g GORPA
g GORPA
2. TRAFFIC MANAGEMENT
Proposed Projects
Priority
Short Term
Recommendations
3-6 months
1. Wayfinding & Signage
for Car Parks
Highest
2. Reclaim the Street
- See: Parking Day NYC
(parkingdaynyc.org)
Medium
3. Line Marking Car Bays
- Line mark the Parking areas in
Low
4. Bus Stop Location
Low
g
g
g
g
Medium Term
Recommendations
Responsible
Agency
g
g
g
g
CoB
CoU
GORPA
BO
6-12 months
Utilise the G.O Rd precinct brand
and create better wayfinding and
signage for car parks in the area.
Reclaim parking spots along
Glen Osmond Road for a few
hours and do ‘instant place
making’ to activate the street in
off-peak times
CoU City of Unley
VW Village Well
GORPA
Responsible
Agency
g
g
g
g
g PO
Property Owners
g Other
Long Term
Recommendations
12+ months
Responsible
Agency
CoB
CoU
GORPA
BO
g CoB
g CoU
g GORPA
Get the business owners
involved in the activity
Line mark car bays where
allowed
G.O Rd Precinct with the brand/
Stencils
Design the bus stop to have a
unique appearance and theme make it a point of difference (see
picture below)
Green walls and facades
g CoB
g CoU
g Other
Welcoming entry statement
Evaluate the bus stop location
and explore the possibility of
changing it to a better and more
accessible location - discuss with
roads authority
Creative use of newspaper stand
g Other
(Road
Authority)
PARKing Days - see NYC
3. STREET BEAUTIFICATION
Proposed Projects
Priority
Short Term
Recommendations
3-6 months
1. Street Planting Project
Highest
2. Community Blitz:
i.e.
• Pick up litter
• Paint shop fronts
• Weed garden beds
• High pressure clean of
footpaths
Highest
3. Explore a shop front
improvement scheme
with traders
Medium
4. Vacant Shop
Window Project
Medium
- Provide advice and recommendations to improve their
visual merchandising and retail
presentation
- See renewnewcastle.org or
ringwoodgoingplaces.com.au
or www.makebelieve.wegotitinwpb.com
5. Investigate a lighting
strategy, i.e., fairy lights
in trees that provide a
visual connection
between both sides of
G.O Rd.
Low
Plant glory vines and planter
boxes along the precinct where
appropriate to beautify the area
and create an identity
Aim to do these actions in the
first 3-6 months as this is the
most easily achievable small win
Gauge interest with Glen
Osmond Rd traders
Investigate co-contribution
scheme for improvement works
with both CoU and CoB
Create temporary installations in
vacant shop windows to activate
at night and create interest
during the day. Seek funding to
commission local artists to do art
installations until shop is leased
out.
Responsible
Agency
g
g
g
g
Medium Term
Recommendations
6-12 months
CoU City of Unley
VW Village Well
GORPA
Responsible
Agency
Repeat if necessary
CoU
CoB
GORPA
BO
Implement a shop front
improvement programme
g CoU
g CoB
g GORPA
g
g
g
g
CoU
CoB
GORPA
PO
g CoU
g CoB
Long Term
Recommendations
12+ months
Regularly check the
maintenance of the street
plants and planter boxes
g CoU
g CoB
g GORPA
g
g
g
g
g PO
Property Owners
g Other
If the temporary window art
project is a success and attracts
local artists to participate, carry
out an ongoing project such as
Renew Newcastle or Moving
Project - see renewnewcastle.org
or ringwoodgoingplaces.com.au
Time the delivery of the lighting
strategy with the new banners
and branding to give the precinct
and fresh, new and vibrant look
Responsible
Agency
g CoU
g CoB
g GORPA
Repeat if necessary
g
g
g
g
CoU
CoB
GORPA
BO
g
g
g
g
g
CoU
CoB
GORPA
VW
BO
g
g
g
g
CoU
CoB
GORPA
PO
g CoU
g CoB
Keep the program ongoing if
it is sustainable
Change the colour of the
lights and program the
settings depending on the
season and time of year.
g
g
g
g
CoU
CoB
GORPA
BO
g
g
g
g
CoU
CoB
GORPA
PO
g CoU
g CoB
4. INFRASTRUCTURE
Proposed Projects
Short Term
Recommendations
Priority
3-6 months
1. Public Art - Gateway
Entry Statement
Medium
2. Create piazza/sanctuary pocket areas from
traffic
Medium
3. Canopies on front of
buildings
Low
4. Pedestrian crossings
Low
g
g
g
g
Responsible
Agency
Commission a local artist to
create designs for an engaging
and wow factor entry statement
into the G.O Rd precinct. Explore
the opportunity to get the artwork
produced by locally sourced
materials.
g GORPA
Explore the opportunity to create
piazza/sanctuary areas for sitting
and resting that is buffered from
the road through landscaping
g GORPA
g CoB
g CoU
Ensure consistency is the design
and installation of the canopies
and awnings in the buildings.
Explore the possibility of creating
some design guidelines around
the precinct for new shopfronts
and premises.
Explore the opportunity to create
more pedestrian crossing areas
to allow for better activation and
link between the two sides of the
street.
Gateway/Entry sculpture
Medium Term
Recommendations
6-12 months
CoU City of Unley
VW Village Well
GORPA
Responsible
Agency
g PO
Property Owners
g Other
Long Term
Recommendations
12+ months
Responsible
Agency
Launch the entry statement
formally with both Councils, with
media releases and tell the good g GORPA
g CoB
news story to the community.
This piece of public art could give g CoU
the precinct a point of difference
and attractor (see photos below).
Design piazza spaces and
present to the community for
comment
g GORPA
g CoB
g CoU
Implement and deliver the
piazza spaces on G.O Rd
where appropriate.
g Other
If possible implement
pedestrian crossings along
G.O Rd where appropriate.
g CoB
g CoU
g Other
Green sanctuary spots
Wow factor shop facades
Quirky public art/statement
5. COMMUNITY
Proposed Projects
Priority
g
g
g
g
Short Term
Recommendations
3-6 months
1. Street Event
* This action was
identified by the working group at
its 1st meeting as an end point to
work towards.
Highest
2. Strengthen Relationship
w/ Eastwood Community
Centre (ECC)
Highest
3. Street Activity -
Medium
* This centre is a very well used
community facility and should
be utilised in the growth of the
precinct
Busking & Street Performers to
activate the street
4. Community Notice
Board
Between GORPA, CoU and CoB,
collaboratively plan the possibility
of a street party/event
Involve the community, local
community organisations and
other relevant key stakeholders
in the planning of the event
Seek the opportunity to bring
in street performers such as
buskers and other musicians to
activate the street, and play in
the local cafes
5. Promote Community
Garden/s
Low
(allotment style, herb garden to
share)
6-12 months
Responsible
Agency
g GORPA
g GORPA
Long Term
Recommendations
12+ months
CoU and CoB should continue
to provide financial support to
strengthen this relationship with the
community centre by allowing for
dialogue between the managers of
the centre and GORPA and look at
where synergies lie.
If successful, maintain a regular
schedule of buskers and performers
for the precinct
Responsible
Agency
If the event is a success, look
at doing the event annually
g GORPA
Ongoing
g CoB
g GORPA
g CoB
g GORPA
g GORPA
Ongoing use and management
g GORPA
g PO
Property Owners
g Other
g GORPA
g GORPA
Implement a G.O Rd precinct
branded community notice board
at Eastwood CC or Parkside
Primary School
Allow free use for community
groups, small fee for traders.
Could be maintained by Council
staff or a local trader
Medium Term
Recommendations
Look to fund this event between
both councils, and employ an event
manager to work towards this event
Link the G.O Rd Association
website to the Eastwood
Community Centre website.
GORPA should advertise
their activities on the ECC
noticeboards.
Medium
Responsible
Agency
CoU City of Unley
VW Village Well
GORPA
Ongoing use and
management
g GORPA
g GORPA
Guidelines for use and education
would need to be developed
Promote the existing community
garden at Eastwood CC and
engage the local community to
use it
g CoB
g CoU
Seek more funding and support
from state government and
g CoB
community groups to expand the
g CoU
garden and create a community hub
Maintain once established
g CoB
g CoU
6. TRADERS & COUNCILS
Proposed Projects
Priority
Short Term
Recommendations
3-6 months
1. Review GORPAs role,
management, objectives
and funding
arrangements
Highest
Highest
3. Business Inspiration
Training & Support
Medium
City of Unley and City of
Burnside to collaborate as a joint
authority to manage G.O Road
precinct
Support local traders and small
businesses with skills and
training opportunities like
customer service, visual
merchandising and green
business workshops
4. Review and update
existing Glen Osmond
Rd Business and
Marketing Plan
Re-examine role and function,
retail mix and opportunities
Collaboratively between CoU
and CoB review the funding
arrangement for GORPA.
Seek to establish consistent
resource allocation for GORPA
to ensure their activities and
objectives are not impacted
upon.
2 Establish joint rate
collection/funding
Responsible
Agency
g
g
g
g
Medium Term
Recommendations
6-12 months
Have both Councils check in with
GORPA every 6 months to see
how their funding arrangements
are working and where it could
be improved.
g CoU
g CoB
Carry out a constitutional review
of GORPA, its objectives,
boundary and strategic plan
CoU City of Unley
VW Village Well
GORPA
Responsible
Agency
g CoU
g CoB
g PO
Property Owners
g Other
Long Term
Recommendations
12+ months
Responsible
Agency
Seek to consult with external
consultant to carry out further
work and evaluate what has
been done by GORPA to date
to measure success
g CoU
g CoB
Review governance structure
and management to assess gaps
and risks
Discuss the opportunity for
both Council to formulate a rate
collection/funding programme to
manage the precinct together
g CoU
g CoB
Gauge trader interest
Investigate cost and timing
g CoU
Review the funding system to
measure its effectiveness
g CoU
g CoB
Carry out business inspiration
and training for traders that
sign up and commit to support
programme
Evaluate the value of the
training and if it has made a
difference in turnover of the
business
Repeat business training and
support if necessary
Medium
Gauge interest with traders
Investigate funding opportunities
(special levies etc)
g CoU
g CoB
Employ a consultant to review
and update the existing business
plan and collaboratively engage
with traders to get input and
deliver the business plan
g CoU
g CoB
g Other
(Consultant)
Distribute to all relevant
stakeholders
g CoU
g CoB
6.0 Reference
Material
Other relevant information from ‘GO to the
Future’ Workshop, December 14 2009
•
Past Significant Reports/Meetings
• June 2000 “Glen Osmond Road Village” report
by Retail Synergy Group Pty Ltd identifies in
SWOT analysis main weakness marketing
levy only collected by City of Unley on Unley
commercial properties. Conclusion of report
states:
Party worked on projects together including.
traffic & car parking, combined marketing and
economic studies, public toilet provision, more
collaborative infrastructure delivery.
•
Alongside this was a Urban Design Framework
“Glen Osmond Road Gateway to City” Master
plan Project by EDAW (Aust) Pty Ltd on behalf of
City of Unley and GORPA
•
2002 Discussion Paper on Possible Future
for Glen Osmond Road Parkside / Eastwood
“Seconds Fashion” Precinct released by David
Brown, previous Chief Development Officer.
Issue of Burnside commercial rate payers not
contributing raised.
•
Research indicates Working Party was
‘championed’ by the CEO’s of each Council
at the time. In late 2004 involvement from
Burnside appeared to wane due to changes in
senior management and a change of focus from
Burnside.
•
December 2003 Comprehensive Marketing Plan
for the Glen Osmond Road Clearance Sector
conducted by Goldie Strategic Development.
Updates provided in April & May 2004. Required
budget indicates $52 000 pa to fund the
program.
Recent Relevant Reports & Meetings
• Item 4 USLT 10 March 2009 meeting – Deferral
of considering GORPA request for funding
until after special meeting called to ensure
Association legally constituted.
•
2002 – 2006 Glen Osmond Road Joint Council
Working Party created to action identified issues.
Party comprised of Elected Members and Senior
Staff from both Unley & Burnside, Unley Street
Life Trust reps and GORPA reps.
•
Item 10 USLT 21 April 2009 meeting – a separate
rate totalling $14 500 be included in councils
draft annual business plan and budget for
purpose of public consultation and await a
formal submission from the new Committee to
be tabled at May meeting for consideration.
•
Item 13 USLT 19 May 2009 meeting –
recommendation of marketing levy collection
of $15 100 subject to condition that GORPA
actively engage City of Burnside in formal
negotiations to raise similar levy and focus on a
strategic plan for Association by 30 March 2010.
•
Item 30 UBED 15 September 2009 meeting –
Separate Rate Review Report - To commence
a review on the marketing levies in consultation
with each of the Main Street Trader Associations.
This report prioritises GORPA collection criteria
request as the highest priority to review.
7.0 Appendices
Glen Osmond Road Place Activation Project
Further analysis of Small Wins identified from 3 community workshops
This task was conducted at the working group meeting held on the 25 June 2010.
Approach:
All ‘Small Win’ Projects were identified in the Village Well summary of the three workshops and then categorised into 5 main emerging themes:
Marketing / Traffic Management / Street Beautification / Infrastructure and Other.
The number of mentions each potential project received in the w/shops was noted in brackets.
Group members discussed each identified project and then ranked individual top 3 by allocating 3 votes across one, two or three projects ( 
represents votes). This task still requires input of absent working group members on the day (Olivia Burke, Belinda Portelli and Christian
Rugari).
As discussion took place, ideas thoughts and comments from group members not fitting the 5 main themes were ‘parked’ for consideration. See
‘Ideas / Issues’ table 6.
1. Marketing
Responsible agency
Small Win project
1. Logo / Brand identity (& define
Precinct) (3)
2. Community Newsletter (1)
3. Website / Facebook profile
etc.. (2)
4. Improve Communication (b/w
business owners & Council and
inbetween businesses) (1)
5. Loyalty / Discount system for
Precinct
6. Replace Pole Banners (strip)
once new brand
City of
Unley
City of
Burnside
GORPA


approve
contribute
content
coordinate
coordinate
contribute
content
Business
owners
Priority
Property
owners
Other
Village Well
design
receive

receive
(best outcome for
least input)



coordinate







Working group
recommend
Working group
recommend (cost
approx $700 per
banner)
coordinate
install
install

coordinate
2. Traffic Management
Responsible agency
Small Win project
City of Unley
1. Signage Car parks (&
destination) (1)



contribute
contribute
coordinate
2. Evaluate Bus stop location
(1)
3.Line marking car bays (not
possible on main road due to
clearway) car parks see 2.1 (1)
Evaluate
CoU side
Evaluate
CoB side
Contribute /
inform
City of
Burnside
GORPA
Priority
Business
owners
inform
Property
owners

inform
Approve /
contribute
inform
Other
(best outcome for
least input)

DTEI

Not possible
3. Street Beautification
Responsible agency
Small Win project
City of Unley
1. Refresh shop fronts (paint)
- Stand out Colour theme
(1)
2. Planting Project – glory
vines / planter boxes (3)
communicate
3.Keep windows clean (vacant
shops – display / advertise in)
(1)
City of
Burnside
communica
te
GORPA

Business
owners
inform
coordinate
Communicate
& coordinate
Priority
Property
owners

Approve /
contribute


Other
Village Well
recommend
colours
(best outcome
for least input)

Not ranked by
group but
achievable (not
pots)
Easy win
4. Infrastructure
Responsible agency
Small Win project
City of
Unley
City of
Burnside

1. Public Art – Entry Gateway
2. Banner Poles (across road)
GORPA
Currently
being
investigate
d
Future
involvemen
t if
proceeds
Investigate
with both
Councils
Coordinate
with City of
Unley
dependant on
findings /
costings
3. Canopies front of buildings (1)
4. Music on speakers (1)
5. Create Piazza / refuge pocket
areas from traffic /Fountain (2)

Investigate
with both
Councils
Business
owners
Priority
Property
owners
Other
(best outcome
for least input)

Identified &
prioritised by
working group
Action from
UBED
Committee due
to good
collaborative
project,
increasing
profile and with
revenue
potential.
Not high
Not high – very
difficult
logistically
Not high –
group thought
limited
opportunity
5. Other (Policy / Planning / Community etc..)
Responsible agency
Small Win project
City of Unley
City of
Burnside
Business
owners
Priority
Property
owners
Other

1. Street Event.
Investigate with
both Councils.
This action was identified by
st
the working group at its 1
meeting as an end point to
work towards. All agreed.
2. Development Plan
Amendment 3 (1)
3. Community Street Art (1)
GORPA
GORPA drive
(source
external
funding to
contract event
organizer)
In progress
DPLG
(best outcome
for least input)
Idea - Achieve
other ‘quick
wins’ first and
re-launch the
precinct at a
street style
celebration.
Aim for 12 -18
months time.

Not ranked by
group but
achievable (not
pots)
4. Activity – Busking etc… (1)
5. Review GORPA role and
funding arrangement (1)
In progress
6. City of Unley and City of
Burnside Collaboration (2)

Drive process
In progress

Success and
continuation of
GORPA will
determine the
level of success
of this project.
Strongest
theme from 2
w/shops was
nothing will be
achieved if this
does not occur.
Priority to
setermine steps
to make this
occur and
enact.
6. Ideas / Issues
Adelaide leading Restaurants (Austeria and Singapore House) are recently moving into the Precinct. Include this in branding and identity.
Mapping project to identify carparks (promote by print i.e part of newsletter and on Go Rd website, City of Unley and City of Burnside websites)
Improving car parking behind buildings – work with owners to seal / line mark / sign and general improvements (plantings)
Cross Precinct Promotions in vacant windows (business owners approaching land owners with vacancies – Assoc coordinate) see action 3.1.

Glen Osmond Road Place Activation Report

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