Nelson Place Action Plan - Site maintenance · Nelson Place Action Plan 1. Upgrade the streetscape to better define a tourism precinct 2. Encourage consistent business improvement

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Nelson Place Action Plan

1. Upgrade the streetscape to better define a tourism precinct

2. Encourage consistent business improvement activities

3. Ensure options for paid parking are consistent with the needs of the precinct

4. Drive the marketing and identity of Nelson Place

Legends:

Time Frame Cost

Short 0 - 6 months January – June 2016 Low 0 -$15k

Medium 6 – 12 months July - December 2016 Medium $15K - $30k

Long 12 – 18 months January – June 2017 High $30k - $50K

Common abbreviations

NPWG Nelson Place Working Group

VIC Hobsons Bay Visitor Information Centre

WCC Williamstown Chamber of Commerce

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1. Upgrade the streetscape to better define a tourism precinct

Action

Key responsibility Key partner/s

Time Frame Resources required

Cost

1.1 Overhaul the existing parking signage to ensure clarity of information, standardise the message and improve visual amenity

Traffic Infrastructure

City Design Economic

Development Local Laws

Medium (see 3.1, 3.2, 3.4 for timing)

Design and signage installation

Medium

1.2 Review lighting, whether sufficient and consistent with the identity of a night time dining destination and night time economy


City Design Economic

Development

Medium Depends on scope

TBC

1.3 Repair, replace and reorient existing up lighting infrastructure along Commonwealth Reserve to fit with planting changes


City Services Short Repair or replace

Low

1.4 Design a plan to soften the look of the shopping strip and asphalt through plants. Options could include reintroducing planter boxes, installation style herb gardens on outstands, and consideration of management, maintenance, roles, cost sharing options. Including seating.

City Design City Services Economic

Development

Medium - Long depending on scope, planters or in ground etc.

Design materials Planning Management installation

Medium- High

1.5 Investigate options to introduce consistent and elegant decorative lighting on the building frontages

Economic Development

Town Planning City Design

Property owner

Short Research No cost

1.6 Advocate for the upkeep of the heritage buildings including painting, accessibility, veranda replacements including advocating for funding programs


Heritage Town Planning

City Design Property owner

Short Research No cost

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Action



Cost

1.7 Undertake heritage buildings signage program including up to 10 signs per year

City design Arts and Culture

Heritage Town Planning Property owner

Short

Signs x 10 Installation

Low

1.8 Implement an activity centre decorative tree lighting and management plan for the city e.g. Year 1 Nelson Place/Commonwealth Reserve, Pier Street; Year 2 Ferguson St, Aviation Road; Year 3, Mason Street, Melbourne Road, Hall Street

City Design City Services

Economic Development Trader groups

Medium Aim for install Sept / Oct 2016

Costings Criteria of locations Implement Maintain

High

1.9 Restore the Rotunda at Commonwealth Reserve and consider decorative lighting

Assets, Sport and Recreation

Heritage Economic

Development

2018-20

Identify grants

TBC

1.10 Complete an audit of heritage markers and identify opportunities to progress the stories of the area

Arts and Culture Economic Development

Historical Society

Short (audit) Medium (implement)

New markers or inclusion on new way finding

Medium

1.11 Introduce more interesting way finding signage linking Nelson Place, Douglas Parade, Ferguson Street with sites of interest including Williamstown Historical Museum, sports clubs, Seaworks, Library, Information centre, ferry etc, including walking distances

City Design Arts and Culture

Short (scope) Medium (implement)

New signage suite Design Installation

Medium

1.12 Continue the restoration of the cultural collection, including Wilkinson Fountain (2015) and the Bill’s horse troughs (2016)

Arts and Culture Town Planning Heritage

Work underway

Funding rounds

Medium

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Action



Cost

1.13 Consider the roll out of the new cultural heritage street signage program for Nelson Place

Mayoral program Arts and Culture City Design

VIC

Short Criteria Research Installation

Medium

1.14 Upgrade the playground at Commonwealth Reserve (pending Open Space Plan and Council’s Playspace Strategy hierarchy)

City Design Parks Long Scope Funding

TBC

1.15 Consider whether there are any innovative treatments including adult play physical equipment stands that would suit Commonwealth Reserve

City Design Parks Medium Review and assess

No cost

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2. Encourage consistent business improvement activities

Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

2.1 Investigate programs which facilitate business development such as a grading system, mystery shopper, employment mentoring and identify state government support, for all activity centres


NPWG WCC

Short Some funding may be accessed

Low

2.2 Encourage the role of the Williamstown Chamber of Commerce (WCC) to support the activities of the group

WCC NPWG

Short No cost

2.3 Support advocacy of Williamstown Chamber of Commerce to increase Nelson Place membership

NPWG

WCC Short No cost

2.4 Continue the Nelson Place Working Group (NPWG) including Councillors and officers to meet quarterly for the next 12 months


NPWG WCC

Work underway

No cost

2.5 Host an online and social media marketing training workshop, open for all activity centres


NPWG WCC

Short

Venue, trainer

Low

2.6 Do a subscription drive for Council’s online business news, arts and events news and Linkedin for businesses


NPWG WCC

Short

No cost

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Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

2.7 Create a marketing and business improvement tool kit for business including a feedback form


NPWG WCC

Short Low

2.8 Consider use of chalkboards, special outdoor dining blankets and ways to ramp up the personality of the precinct and its businesses

NPWG WCC


Include in marketing planning

Low

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3. Ensure options for paid parking are consistent with the needs of the precinct

Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

3.1 Consider what revised parking options can support identified needs including as examples low patron times including early morning, lower use periods, winter periods, longer evening stays

Local Laws Economic Development

Traffic Finance

Strategy and Advocacy

NPWG

Short Budget forecast Impact analysis

TBC

3.2 Introduce a small number of short stay (15 or 30 minute free parking bays) spaced through the precinct (i.e. three) particularly located because of the likely short period of time a customer would spend in the adjacent business

Traffic Economic Development

Local laws Finance Strategy

Short-Medium

Budget forecast Impact analysis

Low

3.3 Publish a map that shows the precinct parking plan including connections to public transport, bicycle infrastructure, paid parking and free parking


Integrated Transport

Traffic Local Laws

Comms Customer Service

Short-Medium

Design and materials

Low

3.4 Identify technological improvements to the parking transaction e.g. smart phone applications


Traffic Comms

Short TBC

3.5 Consider the appropriateness of future free parking programs that may have strategic benefit to the precinct


Traffic Finance Strategy

Medium Budget forecast Impact analysis

TBC

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Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

3.6 Consistently promote the parking meter exemption for residents, including displaying signs and forms at Hobsons Bay Visitor Information Centre and Hobsons Bay Libraries and Community Centres and regular through Council’s communications channels including customer service out and about, Hobsons Bay Community Newsletter, Around The Bay, rates notification, and in information provided to new residents and new businesses

Strategic

Communication

Customer Service

Local Laws Economic

Development WCC

Businesses VIC

Short Communication plan

No cost

3.7 Further support the cycling market by ensuring visible, plentiful and well located bicycle racks are on the shopping side of the street

City Design City Services Short Materials and installation

Low

3.8 Undertake a feasibility study on the introduction of bicycle hire stations in Altona and Williamstown to promote cycling and the use of the Bay Trail


Integrated Transport

Assets, Sport and

Recreation

Medium - long

Research Low or no cost

3.9 Keep abreast of innovations in parking environments

Strategy and Advocacy

Local laws Traffic


Work in progress

Research No cost

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4. Drive the marketing and identity of Nelson Place

Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

4.1 Work in partnership on a marketing strategy that addresses seasonal issues including mid winter events and school holidays, buy local campaigns, highlights the night time economy (music etc)

WCC Economic Development

NPWG Events

Medium Mktg and event support; strategic plan

Low - Medium

4.2 Develop a brand and associated promotional strategy for Nelson Place waterfront Williamstown

WCC Economic Development

NPWG

Short -Medium

Expertise Low

4.3 Undertake an audit of promotional and advertising materials to see where synergies can be had between businesses (NP)

WCC NPWG


Short

No cost

4.4 Create material that can promote NP on site at Seaworks and at Williamstown, Williamstown Beach and Williamstown North train stations

WCC Economic

Development

Seaworks Short-medium

Materials, installation, permission

Medium

4.5 Establish an events marketing group including Seaworks and inviting the sailing and boating clubs to meet quarterly, to better plan and leverage from the major events activity taking place in the precinct and to identify over and under loading

Events

Seaworks Economic

Development Sail/boat clubs

Short No cost

4.6 Continue to produce the NP events poster on proviso that a minimum of fifteen shops display it

Events

NPWG WCC

Work underway

Design and print

Low

4.7 Map the heritage buildings visually, including a paper map and investigate funding for an interactive app; where appropriate consolidate information that features on walking tours information brochures

VIC Arts/Culture Economic

Development Historical

Society reps

Short

Collation of material Design and print

Low

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Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

4.8 Continue to produce the walking tours out of the VIC on Tuesdays and Fridays

VIC Work underway

VIC contractors

Low

4.9 Develop a product that can leverage from the midweek walking tours activity and market through the VIC e.g. Devonshire tea

NPWG or businesses

VIC Short Co-operative marketing

No cost

4.10 Install and promote bicycle maintenance station and recharge points at the VIC

VIC Short Materials and installation

Low

4.11 Support more consistent use of the Rotunda outside high season times

Events

NPWG Medium Low

4.12 Create digital marketing material that can be promoted on local resident and tourism portals and used by businesses to market their precinct.


WCC Seaworks

Short Distribution plan and edits of material

Low

4.13 Consider 2016 Discover Your Own Backyard campaign in relation to development of the next tourism strategy


Destination Melbourne

Medium

Tourism strategy review

Medium

4.14 Develop a program of local history stories for WCC to post every second Thursday (e.g. throwback Thursday, Nelson Place)

Arts and Culture Economic Development

WCC NPWG WHS

Short VIC contractors

Low

4.15 Update promotion of film locations Comms Events

Short Web material

No cost

4.16 Consider development of an Official Visitor Guide to provide more depth of information about the city, refer to new tourism strategy


Business owner

Tourism stakeholders

Medium Advertising plan, scope, digital costs

Medium

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Action

Key responsibility

Key partner/s

Time Frame

Resources required

Cost

4.17 Identify whether a pop up shop program including an installation of a cube or container could support a diverse boutique type offer


Town planning Heritage

WCC Arts and Culture

Medium-Long

Research and scope

No cost

4.18 Undertake a review of all market activities on Commonwealth Reserve and within walking distance of Nelson Place

Events

Economic Development Assets, Sport

and Rec

Short No cost

4.19 Facilitate a partnership between Nelson Place businesses and accommodation providers for special deals, welcome guests and general program promotion; consider extending to real estate agencies

VIC WCC NPWG

Business owner

Short No cost

4.20 Review gateway signage including at Douglas Parade and Melbourne Road and what opportunities exist to promote the waterfront and Nelson Place

City Image Economic Development

Town Planning

Medium Gateways plan,

design, materials

Medium

Documents

Nelson Place Action Plan - Site maintenance · Nelson Place Action Plan 1. Upgrade the streetscape to better define a tourism precinct 2. Encourage consistent business improvement