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IT’S INCREASINGLY HARD TO IMAGINE MELBOURNE WITHOUT FED SQUAREFed Square is an inspirational precinct which concentrates community, cultural and commercial activities around the City’s major public square. It is home to major cultural attractions, world-class events, tourism experiences and an exceptional array of restaurants, bars and specialty stores.
A 5.2 hectare precinct, Fed Square is comprised of a major civic square, outdoor and indoor event spaces, and 30 commercial and cultural tenancies. Our tenants are a vital part of Fed Square and include a diverse range of cafes, bars, restaurants, tourism experiences, National Gallery of Victoria (NGV): Australia, Australian Centre for the Moving Image (ACMI), Koorie Heritage Trust and Special Broadcasting Service (SBS).
Over its 16 year life span, Fed Square has been visited by 100 million people, been named the World’s 6th Best Public Square and is the #1 Most Visited destination for National Visitors, and #2 for International Visitors.
This prospectus showcases all that Fed Square has to offer and the enormous benefits of being a part of it.
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LOCATION OVERVIEW
Fed Square is located on the corner of Swanston Street and Flinders Street in the heart of Melbourne’s CBD, arts and sporting precinct.
Fed Square is opposite the iconic Flinders Street Station – Melbourne’s major public transport hub, and can easily be reached by train, tram, bus, boat, bike and car.
Fed Square is also within walking distance of major Melbourne attractions including the National Gallery of Victoria (International), Botanical Gardens, Crown Casino, Melbourne Aquarium, Melbourne Cricket Ground, Eureka Tower and the Bourke Street Mall.
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BOURKE STREET MALL
SOUTHBANK
MELBOURNE TOWN HALL
FLINDERS STREET STATION
ARTS CENTRE MELBOURNE
MELBOURNE SPORTING PRECINCT
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VISITATION HIGHLIGHTS
A KNOWN DESTINATION WITH STRONG NATIONAL AWARNESS.
MAJOR EVENTS
ATMOSPHERE
CONNECTION
BUCKET LISTof those surveyed knew of Fed Square. Awareness was evenly split between men and women.
of those surveyed, 56% had visited Fed Square.
18 to 24 year olds represented the population with the highest visitation, followed by those aged between 25–34.
KEY REASONS FOR VISITATION
All groups identified Fed Square as clean, safe and ranked highly in ease of finding attractions and activities.
of National Visitors have visited Fed Square 2–5 times
REPEAT VISITATION IS HIGH20% reported having visited more than
X10 AWARENESS
98% VICTORIA 95% TASMANIA 38% WA 21% NSW
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MARKETING SUPPORT
Fed Square’s Marketing and Communications Team works closely with our tenants. The following are the opportunities available to all tenants across Fed Square’s owned media assets:
WEBSITEAll tenants are given their own dedicated web page on the Fed Square site.
EDMInclusions in our Monthly What’s On eDM to our database of over 20,000.
SOCIALWe use social media to showcase our brand, tenants and programming with engaging and informative content. Tenants receive mentions across our social channels including Facebook, Instagram and Twitter.
PUBLIC RELATIONSWe can provide general advice on media engagement along with detail on spaces available for photoshoots, interviews and filming.
SIGNAGEThere are numerous signage opportunities around the Square: from Cylinders to Flags, Poster Boxes to Decals – please ask for further information on availability and rates.
MAJOR EVENTSFed Square is known for being the home of Melbourne’s major events and cultural attractions. The level of foot traffic this creates is unparalleled with over 10 million visitations a year.
SCREEN ADVERTISINGLocated in the middle of the Square, the Big Screen is frequently used for live events, free-to-air and cable content, commissioned artworks, interactive multimedia projects and promotional material. An innovative, new digital screen with interactive LED panels that complement the form of Fed Square’s unique architecture will be launching in 2018 and will vastly improve the digital experience for visitors, along with the opportunity for our tenants to promote their business.
Presence on the screen can be negotiated at a competitive rate.
TENANCY INFORMATION
TENANCY 27AREA 183m2
LICENCED AREA 89.2m2
LOCATION LEVEL G YARRA BUILDING FEDERATION SQUARE
BASE RENTAL AVAILABLE UPON REQUEST
TENANCY 28AREA 276m2
LICENCED AREA 138m2 LOCATION LEVEL G YARRA BUILDING FEDERATION SQUAREBASE RENTAL AVAILABLE UPON REQUEST
TENANCY 32AREA 48m2
LOCATION THE ATRIUM FEDERATION SQUARE
BASE RENTAL AVAILABLE UPON REQUEST
TENANCY 20AREA 207.2m2
LICENCED AREA 181m2
LOCATION PLAZA LEVEL THE CROSSBAR FEDERATION SQUARE
BASE RENTAL AVAILABLE UPON REQUEST
TENANCY 15AREA 105m2
LOCATION THE ATRIUM FEDERATION SQUARE
BASE RENTAL AVAILABLE UPON REQUEST
TENANCY 16AREA 97m2
LOCATION THE ATRIUM FEDERATION SQUARE
BASE RENTAL AVAILABLE UPON REQUEST
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Batm
an Ave Bridge
Yarra River
St K
ilda R
dS
wan
ston
St
Flinders St
Ru
ssell St
CAR PARKROOFTOP
THE PADDOCK
ACMI
METROTUNNELWORKS
NGVAUSTRALIA
YARRABUILDING
TRANSPORTHOTEL
ZINC
EASTSHARD
THEATRIUM
THE SQUARE
4
Federation Wharf
FLINDERS STSTATION
Car ParkDEAKINEDGE
TENANCY LOCATION
Batm
an Ave Bridge
Yarra River
St K
ilda R
dS
wan
ston
St
Flinders St
Ru
ssell St
CAR PARKROOFTOP
THE PADDOCK
ACMI
METROTUNNELWORKS
NGVAUSTRALIA
YARRABUILDING
TRANSPORTHOTEL
ZINC
EASTSHARD
THEATRIUM
THE SQUARE
4
Federation Wharf
FLINDERS STSTATION
Car ParkDEAKINEDGE
FLOORPLANS TENANCY AREA
EXTERNAL LICENSED AREA
FLOORPLANSFLOORPLANS TENANCY AREA
EXTERNAL LICENSED AREA GARDEN BED
FLOORPLANS
TENANCY LOCATION
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