Transport Report

A review of integrated visitor transport in Melbourne

Prepared forDestination Melbournewww.destinationmelbourne.com.auby Paul Matthewsttchoice consulting

June 2010© ttchoice 2010

2

3

Contents1. Executive Summary 7 1.1 Summary of Recommendations 10

2. Introduction 13 2.1 The brief 13

3. Study Methodology 15 3.1 Bicycle Victoria 16 3.2 City of Melbourne 16 3.3 Department of Transport 16 3.4 Destination Melbourne 16 3.5 Federation Square 16 3.6 Melbourne Convention and Visitors Bureau 17 3.7 Melbourne Convention and Exhibition Centre 17 3.8 Metlink 17 3.9 Parks Victoria 17 3.10 Pedestrian Council of Australia 18 3.11 Public Transport Users Association 18 3.12 Professor Graham Currie 18 3.13 Tourism Alliance Victoria 18 3.14 Tourism Victoria 18 3.15 Yarra River Business Association 19 3.16 Yarra Trams 19

4. Visitors to Melbourne 21 4.1 The value of tourism 22 4.2 Destination mobility analysis 22 4.3 Access Review of 40 visitor destinations 22

5. Benchmarking visitor mobility 35 5.1 Brisbane public transport 36 5.12 CityCat Ferry Service 36 5.13 CityCycle 37 5.14 City Sights Tour 37 5.2 Sydney public transport 37 5.21 Route 555 – Free CBD Shuttle 37 5.22 DayTripper ticket 37 5.23 Sydney Explorer Buses 37 5.24 Sydney Mono rail 38 5.3 London public transport 38 5.31 Traffic calming – the London Congestion Tax 39 5.4 Paris public transport 39 5.41 Paris Visite Pass 39 5.42 Paris by water 39 5.43 Walking 39 5.44 Bikes 39 5.5 Zürich public transport 40 5.51 Zürich Trams 40 5.52 Zürich Ferry service 41 5.53 ZürichCARD 41

6. Creation of Melbourne Explorer brand 43 6.1 An integrated solution 43 6.2 Establishing a Melbourne Explorer steering group 44

4

6.3 Melbourne Explorer issues for consideration 44 6.31 Funding 44 6.32 Quality product (Melbourne Explorer accredited) 44 6.33 Free services 44 6.4 How the Melbourne Explorer brand could work 45 6.5 Proposed action plan to establish Melbourne Explorer brand 46

7. Mobility review and recommendations 49 7.1 Mobility Improvements with Ferry service added 50 7.2 Bicycles in Melbourne 51 7.3 Melbourne Bike Share scheme 51 7.4 Rentabike @ Federation Square 52 7.5 Car parking 52 7.6 Car Sharing 52 7.7 Congestion charging (traffic calming measure) 52 7.8 City of Melbourne Shuttle Bus 53 7.9 Public Transport 53 7.91 Public Transport on water 54 7.92 Visitor Satisfaction with Public Transport 54 7.93 City Circle Tram 55 7.94 V/Line services 55 7.10 Tour bus operators 55 7.11 Pedestrian mobility 56 7.12 Walking Tracks 56 7.13 Taxi services 57 7.14 Wheelchair Accessible Taxis 57 7.15 Ferry tour operators 57

8. Missing mobility links 59 8.1 Stakeholder feedback 60 8.2 Stakeholder feedback – difficult destinations to access 61 8.3 Stakeholder Feedback – service issues 62

9. Yarra River 65 9.1 History of Yarra River ferry services 65 9.2 Customer / industry feedback 66 9.3 Current river services and traffic 66

10. Proposed Yarra River Shuttle Service 73 10.1 Introduction 73 10.2 SWOT Analysis of proposed ferry service 74 10.3 Ferry service Comparison 75 10.4 Proposed stops and attractions/connectivity 77 10.5 Proposed service 78 10.6 Service options 79 10.7 Projected revenue 80 10.8 Seasonal options 80 10.9 Vessel proposal 81 10.10 High Level cost analysis 82 10.11 Fares and ticketing 82 10.12 Further research 83 10.13 Action plan for proposed Yarra River Shuttle Service 84

5

11. Acknowledgements 87

12. References 89

13. Appendices 91 13.1 Sydney Free Shuttle Bus Map 93 13.2 Example of London public transport map highlighting tourist attractions 94 13.3 City of Melbourne proposed Wayfinding project 95 13.4 City of Melbourne Shuttle Bus Service map 96 13.5 Parks Victoria River Shuttle material / timetables 97 13.6 Melbourne Bike Share – Stage One map 99 13.7 International Pedestrian scramble examples 100 13.8 Satisfaction with Melbourne’s Public Transport System Surveys 101 13.9 Sample of Yarra River Shuttle Service Tickets 102 13.10 Yarra River Shuttle Service Timetable at terminal 103 13.11 Berthing / Landing Information – Yarra River 1 104 13.11 Berthing / Landing Information – Yarra River 2 105 13.12 Yarra River Shuttle Customer Research – Parks Victoria 2008 106 13.13 Yarra River Bridge Heights 108 13.14 Proposed Yarra Shuttle Service – Cost analysis 109 13.15 Proposed Yarra River Shuttle Vessel utilisation (example - option 3) 110

6

7

Melbourne attracts a wide cross-section of visitors around the year, who come for a variety of reasons including Major Events, Business Events and Conferences, Leisure and Visiting Friends and Relatives (in 2008, Melbourne led Sydney for the first time in terms of money spent by domestic tourists).

Tourism Victoria data reveals that during 2008, 1.4 million international and 18.2 million domestic visitors spent $9.7 billion in Melbourne. This economic activity translated into employment for an estimated 160,000 people.

One of the direct benefits of a well co-ordinated visitor transport system is increased dispersal and yield. By improving access and mobility it is also possible to increase visitor spend.

This report focuses on visitor mobility in Melbourne; particular attention was also given to the Yarra River and opportunities for re-establishing a scheduled ferry service. It contains a number of recommendations based on investigation, local and international benchmarking as well as stakeholder feedback. In general, Metropolitan Melbourne is considered a very accessible city for the able bodied visitor, with good public transport and a diverse spread of visitor destinations such as attractions, gardens, retail, food and entertainment precincts.

This report has identified significant opportunities for improvement including: > Consistent Wayfinding and visitor information that makes Melbourne easier to navigate and

understand in terms of mobility and ticketing. > Development of an integrated visitor ticket with a dedicated brand called the Melbourne

Explorer. > Improve connectivity between public transport, designated visitor transport services (City

Circle Tram and Melbourne City Tourist Shuttle Service), walking and bicycle trails and > Re-introduction of scheduled ferry services on the Yarra River

Key stakeholders consulted in the development of this report identified several ways to support greater integration of visitor transport and improved mobility. They were also very aware of the need for a unified approach. Positive change will not be achieved without strong collective leadership from State Government, City of Melbourne and the industry.

There is a growing recognition that sustainable tourism development in Melbourne adds to quality of life for Melburnians and Victorians. A more accessible and less congested city will benefit visitors, residents and workers.

The City of Melbourne is working on a Wayfinding strategy to provide integrated and consistent information to visitors with support from the Melbourne Tourism Partnership. It is recommended that the Melbourne Explorer concept be linked with this strategy.

The gateway entry points to Melbourne (airport, transport hubs, Station Pier etc.) lack consistent, easy to understand information for visitors wanting to travel around Melbourne. The first time user to Melbourne’s public transport network can often be overwhelmed and confused.

First impressions count. The visitor experience will be improved by addressing visitor touch points with improved information. In the words of Clive Dwyer of MECC, “Visitors are surprised when they leave Melbourne at what they have seen, but why don’t we surprise them when they arrive?”

This report recommends the creation of a united visitor mobility brand giving tourists a “one stop shop for visitor mobility”. The proposed brand, Melbourne Explorer identifies all modes of transport including walking trails, bicycles, private tour operators and even mobility taxis.

Metlink acknowledges that one of the weaknesses in Melbourne’s visitor transport offer is the lack of specific ticketing and tourist products as it relates to public transport. This view was also shared by Yarra Trams.

1. Executive Summary

8

impetus for the establishment of a permanent integrated ferry service that forms part of the public transport network. In the State Government’s Victorian Transport Plan, water transportation is briefly discussed but no specific funding is allocated.

The reintroduction of a Yarra River Shuttle Service is widely supported by the majority of stakeholders (86%) pending further research and analysis. It is believed that the majority of perceived mobility issues identified in this study can be addressed through the implementation of a regular Yarra River Shuttle Service.

The biggest missing link in Melbourne’s mobility for visitors appears to be the lack of scheduled services on the Yarra River. Forty visitor destinations were reviewed and graded as a part of assessing Melbourne’s accessibility. Of the destinations graded, mobility is improved from 79% to 85% with the establishment of a regular Yarra River Shuttle Service. If a scheduled river service is introduced, visitor mobility in Melbourne will be further strengthened, particularly if it is integrated with other transport modes. As Melbourne develops and grows, this missing water link will become more pronounced for visitors and residents.

Three river options have been recommended in section 9. Each option has been estimated based on an all-year ferry service from the Docklands to the Royal Botanical Gardens via Federation Square. The options range in cost from $1.97 million to $3.07 million per annum to operate (inclusive of funding and depreciation). Differences in the end destination, operating times and frequency of services are the key factors influencing pricing within the three options.

The City of Melbourne’s long term goal is to have a city that is not reliant on the car. There are over 20,000 public car spaces in the CBD. On street parking should be reduced and footpaths widened to encourage a more pedestrian focussed city.

Melbourne is highly accessible by foot. There are several existing walking trails promoted by the City of Melbourne. There is an opportunity to better coordinate several of these walks with the proposed Melbourne Explorer brand giving one brand for all mobility modes.

The City of Melbourne has the highest incidence of pedestrian injuries in Victoria. Most of these accidents are due to the high concentration of both people and vehicles in CBD streets, with over 700,000 people visiting the city daily. Every second day a person will be hit and injured by a car in the City of Melbourne municipality.

Statistics sourced from TAC, VicRoads and Victoria Police reveal major problem areas are the exits from train stations, specifically Flinders Street, Parliament, Melbourne Central and Southern Cross stations, as well as the area surrounding

Benchmarking conducted locally and overseas has identified the ZuriCARD in Switzerland as the most comprehensive tourism ticket and package currently available. The pass incorporates all modes of public transport (rail, bus, ferry and tram) in addition to free entry to museums, and discounted tours and entertainment offers.

An integrated visitor transport brand will establish Melbourne as a leader in tourism mobility and provide a benchmark for other global cities. Since the City Circle Promotions Committee was disbanded several years ago, the focus on tourism partnerships within the public transport industry has waned. While good levels of destination marketing exist with normal public transport services, there is little incentive for private operators to promote a free service. Melbourne Explorer can bring all modes under one united brand and assist marketing, promotion and navigation.

Whether the Melbourne City Tourist Shuttle Service should remain free is the subject of further discussion. Given the City Circle is already free, an additional free bus service may seem overkill. The only other cities that operate free transport are Sydney, Brisbane and Auckland. There appears to be no free visitor transport in Europe. There is some logic to the suggestion made through stakeholder feedback that the Melbourne City Tourist Shuttle could be a packaged paying service under the Melbourne Explorer brand, even forming part of the public transport system.

Should a Yarra River Shuttle service become reality, this report recommends changes to the way the Melbourne City Tourist Shuttle operates, specifically, ensuring connection with the ferry service at the Sports Precinct to link the MCG. The debate about free visitor transport in Melbourne is covered in more detail on page 45. Providing free transport for visitors needs to have a demonstrated return and a defined funding mechanism to sustain it.

Stakeholder research revealed that some areas of Melbourne are difficult to access without using a car or taxi. The South Wharf area, Docklands, the Melbourne Convention and Exhibition Centre and Sports precinct all pose accessibility issues, particularly during peak commuter hours and special events.

Unlike other cities around the world, Melbourne’s city loop services only travel in one direction. This leads to visitor confusion when service direction is reversed later in the day. This report recommends a review of how the midday reversal of the City Loop train service is communicated to visitors.

Since the Parks Victoria Yarra River Shuttle trial ended in 2008, there have been several developments (completed and underway) along the Yarra River. The redevelopment of the Melbourne Convention & Exhibition Centre, new retail and residential developments and the Aquarium extension provide

9

Melbourne University. Oncoming road and tram traffic are major causes of pedestrian injury and death in the City of Melbourne. The Pedestrian Scramble crossing located at the corner of Elizabeth and Flinders Street is one such area where pedestrians can cross diagonally in relative safety with no vehicular traffic allowed. This report advocates the installation of Pedestrian Scramble crossings and timer count downs at selected transport interchanges to encourage greater pedestrian safety and movement.

The number of cyclists on Melbourne's roads has soared by up to 50 per cent during peak hour in the past year, according to recent figures. The biggest increases were recorded in Fitzroy and on the Yarra Trail, according to an audit of cyclists conducted by the state's peak cycling body Bicycle Victoria.

The increase in number of cyclists and pedestrians sharing the same path has emerged as a safety issue. Investigation into a previously suggested floating bicycle path on the north bank area of the Yarra River to remove bicycle riders from the Southbank promenade is recommended.

The authors acknowledge that it may be sometime before all recommendations identified in this report are implemented; however there are some quick wins that will deliver tangible improvement in visitor transport and mobility.

10

1.1 Summary of RecommendationsThe following recommendations are grouped under broad headings but not prioritised.

The Melbourne Explorer (ME) brand and related elements

1. Establishment of Melbourne Explorer brand and integrated tourism products incorporating;a. Tram services – including the City Circle serviceb. Bus – Melbourne City Tourist Shuttlec. Train – local and rurald. River – proposed Yarra River Shuttle service and

current tour operators e. Bicycle – promotion of bike paths and Melbourne Bike

Share scheme. f. Taxi – focus on accessible taxi for mobility-impaired

visitors. g. Walking – current and new walking tours marked with

Melbourne Explorer logo h. Car share – promotion of CBD car share hubs for

greater mobility.i. Tours – existing j. Skybus

2. Establishment of public transport tourism pass / package linked to Melbourne Explorer brand.

3. Introduce a Melbourne Explorer pass that facilitates free transport for tourists and approved groups on the City Circle Tram to discourage use by commuters wanting a free ride. All normal passengers should be required to have a valid public transport ticket for travel on the City Circle Tram. This will hopefully reduce instances of overcrowding and improve passenger comfort. Ticket checking will need to be addressed and the union consulted.

4. Establishment of Melbourne Explorer “code of practice” to facilitate excellence in tourism.

5. Creation of tourism mobility booklet for the industry through Melbourne Explorer brand highlighting how public transport works, ticketing, connectivity, attractions and Melbourne events. Target hotel staff, taxi drivers, attractions and tour operators.

Wayfinding and Visitor Information6. Support City of Melbourne Wayfinding and Visitor

Information strategy and link to Melbourne Explorer brand

7. Review of tram destinations and on board signage (route maps) to facilitate greater understanding of where the service goes and which tourist attractions are en route for first time users.

The Yarra River8. Investigation of floating bike path on the north bank of the

Yarra River to alleviate the need for pedestrians to share paths with cyclists

9. Instigate a regulatory review of current river operations, safety requirements, and advertising and sponsorship policies.

10. Establishment of Yarra River Shuttle service as part of public transport network and Melbourne Explorer brand. Further research recommended addressing service levels, funding and potential to target commuter market in additional to tourists. Refer to proposed action plan in section 10.14.

Improved connectivity and integration11. Alteration of Melbourne City Tourist Shuttle Service to

meet the Yarra River Shuttle service at the Sports Precinct to provide link to MCG and alternative destinations.

Improved services for visitors on Public Transport12. Improve the frequency of evening and Sunday night tram

services from 30 minutes to 15 minutes (in the long term).

13. Review of how the City Loop midday reversal is communicated to visitors and tourism operators and assess demand for weekend bus services on routes 605, 235, 237 and 238.

Melbourne by Foot14. Reduction of on-street parking where possible and

widening of footpaths to give greater mobility and comfort to pedestrians.

15. Establishment of Pedestrian Scramble crossings at key intersections to improve pedestrian mobility and safety. Consultation required with stakeholders including VicRoads.

16. Installation of countdown timers for pedestrians at all major city intersections. Consultation required with stakeholders including VicRoads.

17. Review of funding mechanisms for Melbourne Explorer brand and the Melbourne City Tourist Shuttle Service.

11

12

13

2. Introduction2.1 The briefDestination Melbourne convened a meeting of key transport providers and tourism stakeholders early December 2009. Attendees included: Metlink, Federation Square, Melbourne Convention and Exhibition Centre, Parks Victoria and the City of Melbourne.

It was agreed that there is an opportunity for the tourism industry to consider how the whole visitor transport system works in Melbourne. There was also discussion about how stakeholders can work together to better link our visitor transport services with Visitor services.

Destination Melbourne and the tourism industry would like to see greater focus on visitor mobility and integration in Melbourne.

It is believed that with greater travel options for the visitor, conference delegates and local residents in the City of Melbourne, greater use of public transport, events and tourist attractions will result.

Destination Melbourne is seeking expert advice, analysis and recommendations on a number of tourism related mobility initiatives to assist with the development of a Business Case recommending improvements to the visitor transport experience, model connectivity and the support for the Yarra River Shuttle Service. This advice will provide:

> Improved understanding of the current modal connectivity network, how this relates to the tourism experience and what improvements can be made.

> Recommended options for the operation of a Yarra River Shuttle Service and how this will enhance and impact other transportation modes including the City Circle tourist tram, City of Melbourne Shuttle Bus, cycling, pedestrian mobility and other forms of public transport.

> Clarification as to whether all the transport services should be ‘free’ and if not, how we might reconcile that some will be ‘fee for service’

Investment in the activation of the Yarra River will strengthen Melbourne’s brand and visitor experience. One of the key requirements of this brief is to ensure a wide range of stakeholders are interviewed to ensure all views are canvassed and considered.

The consultant should investigate current tourism-related transport (tram/river/bus/etc) - and advise on gaps, duplications and possible better use/efficiencies.

14

15

To ensure a comprehensive review of visitor mobility in getting around Melbourne, a broad variety of stakeholders were interviewed. There is a recognised need to benchmark visitor mobility in Melbourne with other Australian and oversees cities. Melbourne is considered unique with its multi modal transport, street layout and river. Comparable cities that also include water as transport options were reviewed. Visitor movements in Melbourne can be by foot, tram, train, bus, car, taxi, bicycle or boat, the integration of all of these modes appear often haphazard to the first time user.

The Yarra River is a complex waterway located in an urban environment with diverse characteristics. Commercial tourist berths, boat launching ramps and active recreation clubs support a wide range of river traffic from rowers to commercial tourist operators and private motorised craft. They share use of a restricted area of water and all have their own views about how use of the river should be managed.

Interviews with stakeholders were conducted to gain an accurate picture from organisations and groups that have a vested interest or opinion in visitor mobility around Melbourne. Additional views were also sought from the Pedestrian Council of Australia, Professor Graham Currie (Chair of Public Transport Institute of Transport Studies), the Public Transport Users Association, Bicycle Victoria and VECCI. A set of questions was agreed for each stakeholder and in most cases; this was supported by face to face consultation.

The following stakeholders contributed to the findings and recommendations made in this report. It should be noted that consensus on some issues was not always achieved. The one thing all respondents do agree upon is that Melbourne can do better when it comes to providing integrated information and mobility choices for visitors.

3. Study Methodology

16

3.1 Bicycle VictoriaBicycle Victoria is a self-funded community organisation owned collectively by all members. Formed in 1975, Bicycle Victoria have been dedicated to getting more people cycling more often through partnerships and lobbying for greater investment in bicycle infrastructure and priority for cyclists.

3.2 City of MelbourneThe City of Melbourne helped Parks Victoria promote and monitor the Yarra River Shuttle Service that ceased operation in 2007. A joint feasibility study was conducted on the viability of the Yarra River Shuttle Service, but this work has yet to be released as it has not been presented to councillors.

In March 2010, the City of Melbourne voted to extend the contract for the free Melbourne City Tourist Shuttle until June 2011. This was a decision welcomed by the tourism industry, who lobbied positively for a continuation of the service. The contract for the bus - which runs every half-hour and makes 13 stops around the city, including the Shrine of Remembrance, the Queen Victoria Market and Docklands - is due to expire in August 2010. The estimated cost of operating the Shuttle Bus service is $1.4 million per annum.

The City of Melbourne is active in the tourism space, dispersing visitor information through the Visitor Information Centre (VIC) located at Federation Square. The VIC can also book tours, accommodation and transport both in and outside of Melbourne. The City of Melbourne is also proactive in promoting walking, cultural and heritage tours around Melbourne. There are currently nine recommended walking tours in Melbourne.

City of Melbourne activities include a travel corridor mapping exercise and a review of Wayfinding and visitor information. The aims of the Wayfinding project are supported by the findings of this report; there is a need to develop a consistent and integrated system of visitor signage and Wayfinding.

The City of Melbourne is also a partner in the RACV bicycle share project that will involve 600 bicycles in 50 locations around the city. At this stage, it appears unclear how the issue of bicycle helmets will be handled.

The City of Melbourne has a strong vision for a more sustainable city giving more support to pedestrians, bicycles and public transport, while reducing the need for private cars. Work has commenced on setting up Melbourne so you don’t need a car.

The City of Melbourne is yet to commit to any future congestion charging component for accessing Melbourne by private car but, going by international trends and recent research, it appears to be only a matter of time before such an initiative is seriously considered.

3.3 Department of Transport The Department of Transport was consulted in this research however at the time of writing, have not committed any views beyond assisting with some background research on the feasibility of ferry services and the associated issues. The Director of Public Transport, Mr Hector McKenzie, did point out the fact that good transport ideas cost money and thought needs to be given on how such ideas can be funded.

How the State of Victoria can get value for money for any public transport idea is an important consideration. Any proposal that is put up will be compared against other worthy public transport projects to determine whether or not it can be funded over and above the Governments Victorian Transport Plan (VTP) commitments. Given the lack of any tourism related products in the VTP, there is a possibility that some recommendations in this report be directed to the Minister for Tourism in the initial instance.

3.4 Destination MelbourneDestination Melbourne is the Regional Tourism Organisation for the whole of Melbourne. It provides leadership, industry development and successful co-operative marketing of Melbourne by working in partnership with the tourism industry. Destination Melbourne was established in 2001 as a not for profit company overseen by a skills based board of directors.

CEO, Chris Buckingham says, “We have most of the ingredients, but no one is doing the cooking…Having an integrated visitor mobility strategy needs to be placed on the political agenda as a strategic imperative for the development of Melbourne as an outstanding global visitor experience.”

3.5 Federation SquareFederation Square is considered by many as a tourist “must see”. With a diverse range of events, shops, restaurants, cafes and the Australian Centre of the Moving Image, the majority of visitors to Melbourne pay Federation Square a visit. Hosting over 2000 events every year, Federation Square has become a focal point for both Melbournians and visitors. The fact that it is also accessible by river was an important factor in the recent Parks Victoria Yarra River Shuttle Service.

Given the possibility of reinventing an integrated Yarra River Shuttle Service, Federation Square strongly supports such a concept offering promotional and even limited financial support.

17

3.6 Melbourne Convention and Visitors BureauMCVB is a not-for-profit company that markets Melbourne and Victoria as a premier Business Events destination, identifies and bids for Business Events and assists associations to bid for national and international Business Events. Melbourne has a long history in staging major events and conferences and any improvements made to the cities mobility targeting visitors gives a greater competitive edge in bidding for work.

The MCVB is a strong supporter of the free City Circle tram and Shuttle bus and endorses activating the Yarra River as a visitor/delegate transport option. MCVB has received feedback on the confusion of Melbourne’s public transport network for first time users.

CEO Sandra Chipchase explains; “From meaningless route numbers and destinations to a lack of quality route maps inside trams, there are many suggested improvements that can be made in the communication process when it comes to public transport, ticketing, taxi services and integrated promotion.”

3.7 Melbourne Convention and Exhibition CentreThe Melbourne Convention and Exhibition Centre (MCEC) is located right on the edge of the Yarra River. It comprises of the Melbourne Exhibition Centre and Melbourne's latest offering in architectural ingenuity – the Melbourne Convention Centre. The convention centre is accessible from every direction by foot, car, and tram from Spencer Street and of course the Yarra River. It is surrounded by cafes, bars, shopping and fine restaurants.

The Melbourne Convention Centre has been fully integrated with the Melbourne Exhibition Centre to create the most versatile and advanced convention and exhibition centre in the Southern Hemisphere. Stretching half a kilometre along the Yarra River, the Melbourne Exhibition Centre offers an unrivalled 30,000 sqm (323,000 sq ft) of clear span floor space.

Clive Dwyer (Executive Director Business Development MCEC) is a big supporter of introducing an integrated visitor mobility concept to Melbourne that makes it easy for visitors to get around under one united brand. The concept has been further expanded in the recommendation of the Melbourne Explorer brand, in section 6 of this report, as a brand that will bring all transport modes, tours and walking under one integrated banner. Further discussion is required around this concept including governance, funding and next steps.

3.8 MetlinkMetlink is a partnership of Melbourne’s train, tram and bus operators, providing customers with a ‘one-stop-shop’ for information about services, fares and ticketing. Metlink is also responsible for introducing new public transport Wayfinding

signage across the network, providing advice on new ticketing initiatives, instigating research, collecting data, collecting revenue, and managing a public transport think tank. Given the recommendations in creating the Melbourne Explorer brand, Metlink are well placed to contribute and possibly lead this process with the right balance of stakeholder direction and involvement.

In the words of Bernie Carolan, CEO of the Transport Ticketing Authority “The breadth of public transport information presented to visitors can be overwhelming. Understanding the ticketing system may not be easy for first time users. More needs to be done to make it a simpler process with the possibility of creating an integrated 3 day tourist ticket.”

A recent survey conducted in March 2010 on the City Circle tram found that visitors have a very high opinion of getting around Melbourne with relative ease using public transport (83%). The issue of understanding the ticketing system and where services actually go did reveal some levels of confusion in several responses although not as high as originally thought (11%).

3.9 Parks VictoriaParks Victoria plays an important role as a conduit between government and the tourism industry particularly in nature-based, eco-tourism and cultural tourism areas. Parks Victoria works with a range of organisations to develop shared visions and achieve sustainable and appropriate tourism outcomes.

Given Parks Victoria’s role in the recent Yarra River Shuttle service, it was important to understand some of the commercial and safety issues of operating scheduled services on the Yarra River. Such issues as restrictions on speed, the condition of berthing infrastructure, suitability of vessels, managing capacity, the increasing river traffic, safety regulations and the environment, are all important factors requiring analysis.

An important point to make in assessing any potential pricing for a river service was made by Parks Victoria. Vin Wright, Manager of Operations Bays & Maritime Division,explained; “When the service was free, we carried 67,000 passengers in 8 weeks resulting in waits of up to one and a half hours at boarding points”.

18

3.10 Pedestrian Council of Australia "The whole of the 20th century has always put the car at the centre. So by putting the pedestrian first, you create these liveable places I think, with more attraction and interest and character ... liveability." – Prince Charles.

The Pedestrian Council of Australia (PCA) Limited is an Incorporated (Public) Company, limited by guarantee. It is a non-profit organisation whose objectives are for the continual improvement of pedestrian safety, amenity and access promoting walking as a legitimate transport mode.

“Sometimes we walk because we have no alternative; at other times because that is our preference. Walking can be many things, a means of transport, a way of keeping healthy, a form of relaxation, a sport. It can be a gregarious social activity or a solitary opportunity to meditate. It varies with whim and circumstance. Commuters scurry; shoppers meander; bushwalkers trek; power-walkers stride; lovers stroll; tourists promenade; protestors march ... But we all walk.”

Harold Scruby, the chairman and CEO of PCA, is very supportive of scramble crossings; “Where they have been implemented, there have been some exceptionally good results for pedestrians.”

3.11 Public Transport Users AssociationFounded in 1976 as the Train Travellers Association, the not-for-profit Public Transport Users Association is the recognised consumer organisation representing passengers of all forms of public transport.

The PTUA are advocates of improving priority for trams in the CBD, wider footpaths to facilitate easier pedestrian movements and improved service frequencies to address instances of overcrowding.

“There is a lack of high profile destinations on the river (apart from Melbourne CBD itself) which may mean river transport is not viable as a general public transport service. Such a service should be operated as primarily a tourist service, and certainly not as a free service as per existing City Circle and Bus.” – Daniel Bowen, President PTUA.

3.12 Professor Graham Currie (Chair of Public Transport Institute of Transport Studies)

Professor Currie holds Australia's first professorship in public transport where he researches and provides training in public transport planning. He has over 27 years experience as a transit planner and has worked for some of the worlds leading operators including London Transport.

Professor Graham Currie comments that current public transport service frequency and spans are very good around inner Melbourne CBD;

“The network is reasonably extensive however East-West links in and around the city have gaps particularly near the riverside. Tourists are confused about how to find appropriate tickets and are uncertain how to go about finding it – this acts as a constraint to using public transport.”

3.13 Tourism Alliance VictoriaTourism Alliance Victoria is the peak industry body in Victoria created from the merger of two well recognised tourism organisations - Country Victoria Tourism Council (CVTC) and the Victorian Tourism Operators Association (VTOA). Tourism Alliance Victoria is focused on developing an increasingly dynamic tourism industry in Victoria. Its strong and diverse member base gives the organisation a state-wide perspective on all issues affecting Victorian tourism, as well as a precise understanding of specific local requirements. This alliance provides a unique range of services for businesses and regional special interest groups, and representation for 650+ strong membership network.

Tourism Alliance Victoria would like to see more done to address overcrowding on the City Circle tram as it has simply become too popular with visitors often not being able to get on. This can create late running trams with often waits over the advertised 12 minute frequency. Other concerns raised were the “unfriendly” ticketing system for first time users and the perceived “heavy handedness” of ticket inspectors.

3.14 Tourism VictoriaAs the Victorian Government’s lead tourism agency, Tourism Victoria provides a foundation for industry growth. With strong research, policy, strategy and aviation platforms, Tourism Victoria is building a framework for greater commercial reach.

Don Richter is the Director of Marketing and has overseen marketing for the past 16 years being responsible for the rollout of the award-winning Jigsaw campaign. Don is a big supporter of activating the Yarra River with a regular “hop on / off” tourist ferry and improving communication to visitors at entry points into Melbourne.

“We need a consistent approach. Signage is particularly poor at arrival points for visitors such as the airport and Station Pier. We need welcome to Melbourne points!”

Comment was also made on the lack of a public transport tourist ticket with subsidised attraction discounts and the opportunity that myki presents regarding such product development. “It’s the real missing piece in Melbourne” Don said.

19

“Tourists want to pay and will donate to causes easily. We receive constant praise for the City Circle Tram. It’s a great orientation of Melbourne. The City Shuttle Bus is also good for visitors.”

3.15 Yarra River Business AssociationSince late 1998 the Yarra River Business Association (YRBA) has actively represented the interests of small to medium businesses located on and along the river. The Association operates as one of the five business precincts established by the City of Melbourne. The two-way flow of information between the precinct and the Council is one of the most beneficial features of the structure.

The City of Melbourne provides the Yarra River Business Association with an annual operating grant, which is used to operate a professional secretariat and to engage marketing assistance.

Tim Bracher, Executive Officer Yarra River Business Association, said that restrictions on advertising through the river by laws hampered some commercial ferry opportunities.

“ANZ’s request for a shuttle boat in ANZ livery running from Docklands to Flinders Street station for staff was rejected due to advertising restrictions on the river”.

The Yarra River Business Association is seeking legislative reform for the river. There was also comment that the number of operators on the Yarra needs to be capped with much more stringent performance standards. The quality of some operators were also questioned when a mystery shopper survey conducted by the YRBA a few years ago revealed short comings in many areas of customer service. Comments were also made on the safety issue of bicycles and pedestrians sharing the same paths along the Yarra.

“A bike scheme is long overdue but it needs to be done with infrastructure upgrades. We need to address the issue of speeding cyclists sharing space with pedestrians along the Yarra River.” Tim said.

3.16 Yarra TramsTrams are an icon of Melbourne. Yarra Trams operates the biggest tram network in the world with over 27 routes including the free City Circle tourist tram. With a fleet of close to 500 trams, there are nearly 100 low floor trams on Melbourne’s tram network with colour-contrasting grab handles, step edging for people with a visual impairment and improved customer service information via automated announcements and electronic displays. Low floor trams have two allocated spaces for passengers using wheelchairs or mobility aids. Platform stops have ramps that provide improved access for

mobility impaired customers, including people in wheelchairs, parents with prams and elderly people.

The newest platform stops feature pedestrian crossings with flashing amber lights and tactile paving to assist visually impaired passengers to safely cross the road, improved lighting, granite and stainless steel finishes, raised platforms with ramp access, real-time tram arrival information and glass shelters. Selected stops in the CBD also have audio buttons which provide real-time arrival information.

Yarra Trams supports the need for a tourist ticket and better signage and information particularly inside trams. There was also strong support for activating the Yarra River with a visitor ferry service. A recent City Circle survey conducted in March 2010 asked the question of tourists regarding using a potential ferry service on the Yarra River. There was good support from visitors with 64% saying they would use such a service further adding to the tourism experience of Melbourne. Only 12 % of respondents said they wouldn’t use the service with the remaining 24% unsure.

20

21

Tourism is travel for recreational, leisure or business purposes. The World Tourism Organisation defines tourists as people who "travel to and stay in places outside their usual environment for more than twenty-four (24) hours”. Melbourne, is a major tourist destination with approximately 18.2 million domestic and 1.4 million international tourists visiting Melbourne in fiscal year 2008.

Melbourne attracts a wide cross-section of visitors, who come for a variety of reasons. Major sporting events hosted by Melbourne have attracted large numbers of sports tourists to the city, other visitors come for the cultural and fashion events. In 2008, Melbourne exceeded Sydney for the first time in terms of money spent by domestic tourists.

4. Visitors to Melbourne

22

4.1 The value of tourismThe value of tourism can be measured in a number of ways, including in terms of economic prosperity. Tourism is one of Melbourne and Victoria’s fastest growing industries and is crucial for long-term industry and business development.

Tourism Victoria data reveals that during 2008, 1.4 million international and 18.2 million domestic visitors spent $9.7 billion in Melbourne. This economic activity translated into employment for an estimated 160,000 Melbournians.

In 2008, there were 288 hotels / motels / serviced apartments with 15 or more rooms in Melbourne. Total revenue for 2008 from accommodation was $1.1 billion and the average annual room occupancy was 75.8%.

The largest source market for visitors to Melbourne for 2008 was Asia (excluding China and Japan), accounting for 24% of international overnight visitors to the region. Other important markets included Europe (16%) New Zealand (15%) United Kingdom (14%) and China (12%).

Domestic overnight visitors spent $92 million more in Melbourne than in Sydney ($4.6 billion compared to $4.5 billion) for the year ending December 2009 and; Business events visitors increased (+3.4%) over the year.

ForecastsAccording to Tourism Victoria indicative forecasts, by 2018, Victoria can expect to play host to 2.8 million international visitors (average annual growth in the order of 4%) and 17.8 million domestic visitors (0.6% average annual growth). In terms of international source markets, the most significant growth will come from Asia; including China, India and Malaysia.

4.2 Destination mobility analysisMelbourne has a large number of events and attractions throughout the year. Visitors to Melbourne fluctuate each month based on the season and what is happening in and around the city. From exhibitions, conferences, sightseeing, retail precincts, historic places of interest and entertainment, visitors have plenty to see and do while in Melbourne. Opportunities to package events with attractions and destinations with the goal of keeping the visitor in Melbourne for longer periods are abundant. Mobility to other attractions is a key factor in determining additional visitation in Melbourne. The ease of getting around on weekends and afterhours is also an important factor.

For the purpose of visitors accessing attractions, a selection of 40 tourist destinations were assessed. The objective was to look at mobility opportunities and any missing links. It should be noted that all destinations assessed were relatively accessible. Each destination was researched online and through material gathered from the Visitor Information Centre.

A grading was given to each destination in terms of ease of access with reference to nine accessibility points. For the

purpose of the analysis, an even weighting was given across all access options with a 100% compliance (Yes) or 50% compliance (Yes / No). The categories were:

Pedestrian / walking tracksDesignated walking paths with no wait at traffic lights ensured a full compliance with the category. Promoted walking tours such as the Golden Mile walk also assisted compliance.

Bicycle access / bike securityFull compliance was helped with the destination having designated areas for bikes, accessible directly by bike paths or lanes.

City Circle tram / other tram servicesMost of Melbourne is serviced by either the City Circle tram or other tram services.

City of Melbourne Shuttle BusIf the destination was on the route of the existing Melbourne Shuttle Bus, full compliance was achieved.

Train servicesIf the destination was within a 5 minute walk from a loop or Flinders Street or Southern Cross train station, compliance was achieved.

Bus servicesIf the destination was within a 10 minute walk from bus stop, compliance was achieved.

Water access & servicesIf the destination is not located near the Yarra River, the category was not included in the overall weighting. Where the destination is located near the water, compliance was only achieved if tours operated from that wharf.

Car parking, coach & taxi accessIf only street parking is available, part compliance resulted. The inability to park tour group coaches was also a factor in determining compliance with this category.

Destination & Transport Access (DDA)This category included a high level analysis of access as it applies to mobility restricted individuals. The category included Disability Discrimination Act (DDA) compliance in accessing the destination and the compliance of that destination in catering for wheelchair access.

4.3 Access Review of 40 visitor destinationsThe following analysis, and what this means regarding Melbourne’s mobility for visitors, is summarised in section 6.

23

FEDERATIOn SqUARE

Pedestrian / walking tracks: Golden Mile, Yarra walks, Birrarung Marr

Bicycle access / bike security: Yes, Bike hire Cost $35 for day Rentabike Bike racks. Yarra bike path

City Circle tram / other tram services: City Circle – Free – All Routes Flinders St & Swanson St. Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 2 Federation Square – Free

Train services: Flinders St station. Accessible all train lines – Daily Metcard Zone 1 $6.80

Bus services: Route 340, 350 & 605. – Daily Metcard Zone 1 $6.80

Water access & services: Melb River Cruises Day tours No ferry service

Car parking, coach & taxi access: Car park capacity = 450 Day cost = $40 or $13 early bird Taxi rank 6

Destination & Transport Access (DDA): Lifts in most areas of Fed Square.Platform tram stop and train station.

Overall Rating: 9/9

STATE LIBRARY OF VICTORIA

Pedestrian / walking tracks: No specific walking tracks. Walking guide from Fed Square. Main roads. Traffic lights

Bicycle access / bike security: Yes, but not bike security

City Circle tram / other tram services: City Circle – Free – All Swanston Street & La Trobe St services Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: No

Train services: Melbourne Central Accessible all train lines. Daily Metcard Zone 1 $6.80

Bus services: Lonsdale & Swanston Street Route 250, 251, 253, 301, 302, 303, 304 305, 306, 307, 308, 309, 318, 319 & 605 Daily Metcard Zone 1 $6.80

Water access & services: No

Car parking, coach & taxi access: Limited street parking No taxi rank

Destination & Transport Access (DDA): Ramps at side

Overall Rating: 5/8

ROYAL ExhIBITIOn BUILDInG / MELBOURnE MUSEUM / IMAx

Pedestrian / walking tracks: Flagstaff gardens. No specific walking tracks.Walking guide from Fed Square. Main roads. Traffic lights

Bicycle access / bike security: Yes

City Circle tram / other tram services: City Circle – Free – Route 86 & 96 Stop 12 Melbourne Museum Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 5 Melb Museum and Carlton Gardens – Free

Train services: But long walk from Parliament Station. Accessible all train lines.Daily Metcard Zone 1 $6.80

Bus services: Route 250, 251 & 253. Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Undercover Car Park Wheelchair access Short Stay $6.00 One hour or less. Early Bird $13. Day rate $14 over one hour (max rate is $14) Night Rate $8 after 5pm

Destination & Transport Access (DDA): Lifts

Overall Rating: 7.5/8

EUREkA TOWER

Pedestrian / walking tracks: Yarra walks


City Circle tram / other tram services: Stop 14 Arts Centre (All St Kilda Road Services) Stop 112 Casino East (Route 55) Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 12 Southbank & Yarra River – free

Train services: Flinders St station. Accessible all train lines. Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, 235, 237, 238, 250, 251 & 253. – Daily Metcard Zone 1 $6.80

Water access & services: No ferry service

Car parking, coach & taxi access: Wilson Car Park available underneath Skydeck Visitor Rates: Mon to Fri (entry prior to 4pm): $12.00. Mon to Friday (entry after 4pm): $6.00 Weekends & Public Holidays: $6.00. Taxi Rank.

Destination & Transport Access (DDA): Lifts Platform tram stop at Stop 14 Arts Centre.


24

DOCkLAnDS STADIUM

Pedestrian / walking tracks: Yes


City Circle tram / other tram services: Circle – Free – Routes 30, 48, 70, 75, 86, 96, 109, 112 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 10 Docklands Stadium and Victoria Harbour. Free

Train services: Southern Cross Station (Metro & V/Line) – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220 301, 305, 308 (Lonsdale and Spencer Streets) 220 (Dudley Street) 232 (Flinders Street West) Also V/Line Regional and Interstate Coaches


Car parking, coach & taxi access: Parking available under stadium. Prices vary daily based on time of day and length of park

Destination & Transport Access (DDA): All Gates have DDA access. Lifts & Ramps throughout venue


MELBOURnE PARk SPORTS PRECInCT



City Circle tram / other tram services: Routes 48, 70 & 75 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 3 Sports Precinct – Free – (Does not operate during events)

Train services: Jolimont or Richmond station – Daily Metcard Zone 1 $6.80

Bus services: Route 246 (Punt Road) or Route 605 (Swan Street)


Car parking, coach & taxi access: Event Parking is from $10 in Yarra Park. Non event parking is limited to street parking Taxi rank on Swan Street

Destination & Transport Access (DDA): Most venues have DDA access at all gates Lifts & Ramps through out venues


MELBOURnE CRICkET GROUnD AnD SPORTS MUSEUM



City Circle tram / other tram services: Routes 48, 70 & 75 – Daily Metcard Zone 1 $6.80


Train services: Jolimont or Richmond station – Daily Metcard Zone 1 $6.80

Bus services: Route 246 (Punt Road) or Route 605 (Swan Street)


Car parking, coach & taxi access: Event Parking is from $10 in Yarra Park. Non event parking is limited to street parking

Destination & Transport Access (DDA): All gates have DDA access Lifts & Ramp


ShRInE OF REMEMBRAnCE

Pedestrian / walking tracks: Tan Track and walk path from Flinders St


City Circle tram / other tram services: Stop 18 or 19. All St Kilda Road Services except Route 1 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 13 The Shrine and Royal Botanic Gardens

– Free –


Bus services: Route 216, 219 & 220 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Limited street parking – also disabled parkingNo taxi rank

Destination & Transport Access (DDA): Ramp/ Paths

Overall Rating: 7/9

25

MELBOURnE AqUARIUM



City Circle tram / other tram services: City Circle – Free – Routes 55, 70 & 75 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 11 William Street

Train services: Southern Cross or Flinders Street stations – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, 232, 235, 237, 238, 250, 251 & 253 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: No

Destination & Transport Access (DDA): Ramp at front. Lifts inside top each level


VICTORIAn ARTS CEnTRE



City Circle tram / other tram services: Stop 14 Arts Centre (All St Kilda Road Services) – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 1 Arts Precinct – Free –


Bus services: Route 216, 219 and 220 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Car park is open 24/7 undercover parking for 850 vehicles. First 30 mins free. $20 for day or night.

Destination & Transport Access (DDA): Lifts and ramps throughout. Platform tram stop at Stop 14 Arts Centre.


OLD MELBOURnE GAOL



City Circle tram / other tram services: City Circle – Free – Routes 24 & 30 –Daily Metcard Zone 1 $6.80


Train services: Melbourne Central Station – Daily Metcard Zone 1 $6.80

Bus services: Route 200, 201, 203 & 207 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Limited on street parking. No area for coach parking No taxi rank but access

Destination & Transport Access (DDA): Yes


WOnDERLAnD PARk DOCkLAnDS



City Circle tram / other tram services: City Circle – Free – Routes 30, 70, 86Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 9 Waterfront City, Docklands – Free –

Train services: Southern Cross Station (Metro & V/Line) Daily Metcard Zone 1 $6.80

Bus services: Route 220 (Footscray Road & Dudley Street) Also V/Line Regional and Interstate Coaches from Sth Cross


Car parking, coach & taxi access: Parking at Harbour Town. Free for the first hour and then $5 flat rate for the day.



26

CROWn EnTERTAInMEnT COMPLEx



City Circle tram / other tram services: City Circle (Stop 1 Flinders & Spencer Streets) – Free – Routes 55 (Stop 112 Casino East) 70 & 75, (Stop 1 Flinders & Spencer Streets) 96, 109 & 112 (Stop 124B Casino & Convention Centre) Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 12 Southbank and Yarra River – Free –Train services: Southern Cross Station (Metro & V/Line) – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, 232, 235, 237, 238, 250, 251 & 253 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Car park is open 24/7 undercover parking for 850 vehicles. First 30 mins free. $20 for day or night.

Destination & Transport Access (DDA): Lifts and ramps throughout Platform tram stop at Stop 14 Arts Centre.


SOUThERn STAR OBSERVATIOn WhEEL



City Circle tram / other tram services: City Circle – Free – Routes 70, 86 Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 12 Southbank and Yarra River – Free –


Bus services: Route 220 (Footscray Road & Dudley Street) Also V/Line Regional and Interstate Coaches from Southern Cross Station


Car parking, coach & taxi access: Parking at Harbour Town Free for the first hour and then $5 flat rate for the day.



MELBOURnE CITY BAThS



City Circle tram / other tram services: All Swanston Street Services – Daily Metcard Zone 1 $6.80


Train services: Melbourne Central stations. – Daily Metcard Zone 1 $6.80

Bus services: No


Car parking, coach & taxi access: Limited on street parking. No area for coach parking. Taxi rank.


Overall Rating: 5/8

IMMIGRATIOn MUSEUM

Pedestrian / walking tracks: Golden Mile walking tour. Main streets to cross.

Bicycle access / bike security: Yes, but no bike security

City Circle tram / other tram services: City Circle – Free – Routes 55, 70 & 75 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 11 William Street

Train services: Southern Cross or Flinders Street stations – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, 232, 235, 237, 238, 250, 251 & 253. – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Limited Street Parking in Market Street

Destination & Transport Access (DDA): Accessible entry to Museum is via the gate on Market Street (near the corner of Flinders Street) and along the ramp to the main Flinders Street entrance, which has automatic doors.

Overall Rating: 7/9

27

SYDnEY MYER MUSIC BOWL



City Circle tram / other tram services: Stop 14 Arts Centre (All St Kilda Road Services) – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 1 Arts Precinct – Free –




Car parking, coach & taxi access: Art Centre Car park is open 24 hours a day seven days a week and offers undercover parking for 850 vehicles

Destination & Transport Access (DDA): Some ramps. Platform tram stop at Stop 14 Arts Centre


ROYAL BOTAnICAL GARDEnS AnD GOVERnMEnT hOUSE

Pedestrian / walking tracks: Tan Track and walk path from Flinders St


City Circle tram / other tram services: Stop 18 or 19. All St Kilda Road Services except Route 1 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 13 The Shrine and Royal Botanic Gardens – Free –


Bus services: Route 216, 219 & 220 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Street Parking – also disabled parking

Destination & Transport Access (DDA): Paths available to most areas of gardens

Overall Rating: 8/9

hELLEnIC MUSEUM



City Circle tram / other tram services: City Circle – Free – Routes 24, 30 and 55 – Daily Metcard Zone 1 $6.80


Train services: Flagstaff Station – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220 301, 305, 308 (Lonsdale and William Streets) – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Limited on street parking. No area for coach parking


Overall Rating: 5/8

kOORIE hERITAGE TRUST CULTURAL CEnTRE



City Circle tram / other tram services: City Circle – Free – Routes 24 and 30 – Daily Metcard Zone 1 $6.80


Train services: Flagstaff & Southern Cross Station (Metro & V/Line) – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220 301, 305, 308 220 232 Also V/Line Regional and Interstate Coaches from Southern Cross


Car parking, coach & taxi access: Limited on street parking. No area for coach parking. Taxi rank but access



28

SOUThGATE PRECInCT



City Circle tram / other tram services: Stop 14 Arts Centre (All St Kilda Road Services) Stop 112 Casino East (Route 55 )– Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 12 Southbank & Yarra River– Free –

Train services: Yes Flinders St station. Accessible all train lines. – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, 235, 237, 238, 250, 251 & 253. – Daily Metcard Zone 1 $6.80

Water access & services: Yes, although no scheduled ferry service but boat tours operate from wharf.

Car parking, coach & taxi access: Wilson Car Park available underneath Eureka Tower and Arts Centre No coach parking

Destination & Transport Access (DDA): Lifts and ramps throughout precinctPlatform tram stop at Stop 14 Arts Centre.


PARLIAMEnT hOUSE

Pedestrian / walking tracks: Part of Golden Mile walk


City Circle tram / other tram services: City Circle – Free – Routes 48, 86, 96, 109 & 112 – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 4 Chinatown Precinct & Theatres District – free

Train services: Parliament Station – Daily Metcard Zone 1 $6.80

Bus services: No


Car parking, coach & taxi access: limited on street parking No area for coach parking

Destination & Transport Access (DDA): Rear access to lower levels. Platform Stops in Collins and Bourke Streets at Spring Street are serviced by low floor trams on Route 48, 96 & 109

Overall Rating: 6/8

MELBOURnE COnVEnTIOn AnD ExhIBITIOn CEnTRE



City Circle tram / other tram services: City Circle – Free – Routes 70 (Stop D6 Flinders Street West) 96, 109 & 112 (Stop 124B Casino & Convention Centre) – Daily Metcard Zone 1 $6.80



Bus services: Route 232, 235, 237 & 238 – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: There are three car parks available Prices vary daily and are based on time of day and length of park. Taxi Rank on Clarendon Street

Destination & Transport Access (DDA): All areas are accessible. Stop 124A is a Platform Stop services by low floor trams on Route 96 & 109

Overall Rating: 8/9

CAPTAIn COOkS COTTAGE FITZROY GARDEnS


Bicycle access / bike security: Use of bikes in Gardens is banned

City Circle tram / other tram services: Routes 48 & 75 – Daily Metcard Zone 1 $6.80


Train services: Jolimont station – Daily Metcard Zone 1 $6.80

Bus services: Route 246 (Punt Road)


Car parking, coach & taxi access: Limited street parking

Destination & Transport Access (DDA): Path access to most areas of gardens

Overall Rating: 7/9

29

SOUTh MELBOURnE MARkET



City Circle tram / other tram services: Routes 96 (Stop 127 South Melbourne Station) & 112 (Stop 127 York Street) – Daily Metcard Zone 1 $6.80


Train services: No



Car parking, coach & taxi access: On-site free parking is available to shoppers – 2 hrs maximum – 301 rooftop car spaces (ramp from Coventry St) and 85 car spaces in York St car park.

Destination & Transport Access (DDA): Ramps throughout Market.Stop 127 South Melbourne Station is a Platform Stop


qUEEn VICTORIA MARkET



City Circle tram / other tram services: Routes 19, 55, 57 and 59 (Stop 7 for 19, 57 and 59) (Stop 9 for 55) – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 8 Queen Victoria Market – Free –

Train services: Flagstaff Station Daily Metcard Zone 1 $6.80

Bus services: Route 220, 232 and 546 (off peak) – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: On-site parking is available daily

Destination & Transport Access (DDA): Ramps throughout Market.Stop 7 in Elizabeth Street is a Platform Stop serviced by low floor trams


hERRInG ISLAnD EnVIROnMEnTAL SCULPTURE PARk



City Circle tram / other tram services: Routes 78/ 79 (Stop 52) – Daily Metcard Zone 1 $6.80


Train services: No

Bus services: Route 605. – Daily Metcard Zone 1 $6.80

Water access & services: Ferry tours to island

Car parking, coach & taxi access: Limited street parking. No coach parking

Destination & Transport Access (DDA): No

Overall Rating: 5/9

ThE POLLY WOODSIDE MARITIME MUSEUM



City Circle tram / other tram services: City Circle Routes 70 (Stop D6 Flinders Street West) 96, 109 & 112 (Stop 124B Casino & Convention Centre) – Daily Metcard Zone 1 $6.80



Bus services: Route 232, 235, 237 & 238. Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: There are three car parks available. Prices vary daily and are based on time of day and length of park. Taxi Rank

Destination & Transport Access (DDA): Stop 124A is a Platform Stop services by low floor trams on Route 96 & 109

Overall Rating: 8/9

30

LYGOn STREET RESTAURAnTS / CAFES


Bicycle access / bike security: Yes, but limited bike security

City Circle tram / other tram services: Routes 1 & 8 to Lygon & Elgin Streets– Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 6 Lygon Street Precinct – Free –

Train services: No

Bus services: Route 200, 201, 203 & 207. – Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: Limited street parking. No coach parking

Destination & Transport Access (DDA): Some venues have limited access


FLInDERS STREET STATIOn

Pedestrian / walking tracks: Golden Mile, Yarra walks, Birrarung Marr


City Circle tram / other tram services: City Circle – Free – All Routes Flinders St & Swanson St. – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 2 Fed Square – Free –

Train services: All train lines.– Daily Metcard Zone 1 $6.80


Water access & services: Melb River Cruises Day tours. No ferry service

Car parking, coach & taxi access: Taxi rank

Destination & Transport Access (DDA): Lifts to all platforms. Platform tram stop in Flinders and Swanston Street


SOUThERn CROSS STATIOn



City Circle tram / other tram services: Routes 48, 75, 86, 96, 109 and 112 – Daily Metcard Zone 1 $6.80



Bus services: Route 216, 219, 220 301, 305, 308 (Lonsdale and Spencer Streets) 220 (Dudley Street) 232 (Flinders Street West) Also V/Line Regional and Interstate Coaches


Car parking, coach & taxi access: Car Parking at DFO Taxi rank Coach terminal

Destination & Transport Access (DDA): Lifts to all platforms Platform tram stop in Spencer, Collins and Bourke Streets

Overall Rating: 7.8

DFO SOUTh WhARF DOCkLAnDS



City Circle tram / other tram services: City Circle (Stop D6 Flinders St. West)

– Free – Routes 70 (Stop D6 Flinders St West) 96, 109 & 112 (Stop 124B Casino & Convention Centre) – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 12 Southbank and Yarra River – free


Bus services: Route 232, 235, 237 & 238. Daily Metcard Zone 1 $6.80


Car parking, coach & taxi access: There are three car parks available. Prices vary daily and are based on time of day and length of park. Taxi Rank on Clarendon Street

Destination & Transport Access (DDA): All areas are accessible. Stop 124A is a Platform Stop services by low floor trams on Route 96 & 109


31

BOURkE STREET MALL



City Circle tram / other tram services: Routes 86, 96, also all Swanston and Elizabeth Streets services. – Daily Metcard Zone 1 $6.80


Train services: Close to Flinders Street Station and Melbourne Central

Bus services: No


Car parking, coach & taxi access: Limited street parking. No coach parking.Taxi rank


Overall Rating: 8/9

ChAPEL STREET RETAIL AnD RESTAURAnTS



City Circle tram / other tram services: Routes 3, 5, 6, 8, 16, 48, 64, 67, 70, 75, 78, 79 and 109 – Daily Metcard Zone 1 $6.80


Train services: South Yarra, East Richmond and Windsor – Daily Metcard Zone 1 $6.80

Bus services: Route 216, 219, 220, and 605


Car parking, coach & taxi access: Limited street parking. No coach parking.

Taxi rank


Overall Rating: 6/8

kInG STREET nIGhTCLUBS / BARS



City Circle tram / other tram services: City Circle – Free – Routes 70, 86– Daily Metcard Zone 1 $6.80



Bus services: Route 220 (Footscray Road & Dudley Street) Also V/Line Regional and Interstate Coaches from Southern Cross Station


Car parking, coach & taxi access: Parking at Harbour Town free for the first hour and then $5 flat rate for the day.



DEGRAVES STREET CAFES



City Circle tram / other tram services: City circle All Routes Flinders, Collins & Swanson Streets. – Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Stop 2 Federation Square – Free –

Train services: Flinders Street Station. All train lines. – Daily Metcard Zone 1 $6.80



Car parking, coach & taxi access: Limited street parking. No coach parking.

Taxi rank

Destination & Transport Access (DDA): Limited access to some cafes due to step and space. Platform tram stops close.


32

hARDWARE LAnE



City Circle tram / other tram services: Routes 19, 57, 59, 86 and 96 – Daily Metcard Zone 1 $6.80


Train services: Close to Melbourne Central

Bus services: All bus services in Queen and Lonsdale Streets


Car parking, coach & taxi access: Street Parking



BLOCk ARCADE

Pedestrian / walking tracks: Part of Golden Mile walk


City Circle tram / other tram services: Routes 19, 48, 57, 59, 86, 96, 109 and 112 – Daily Metcard Zone 1 $6.80


Train services: Close to Flinders Street

Bus services: No


Car parking, coach & taxi access: Limited street parking. No coach parking.Taxi rank


Overall Rating: 5/8

GOLF GLOW AT DOCkLAnDS


Bicycle access / bike security: Yes / No but limited bike security

City Circle tram / other tram services: City Circle – Free – Routes 70, 86– Daily Metcard Zone 1 $6.80

City of Melb Shuttle Bus: Yes Stop 9 Waterfront City, Docklands – Free –

Train services: Yes, Southern Cross Station (Metro & V/Line)Daily Metcard Zone 1 $6.80

Bus services: Yes, route 220 (Footscray Road & Dudley Street) Also V/Line Regional and Interstate Coaches from Southern Cross Station


Car parking, coach & taxi access: Yes, parking at Harbour Town Free for the first hour and then $5 flat rate for the day.



DOCkLAnDS RETAIL, RESTAURAnTS AnD CAFES



City Circle tram / other tram services: City Circle – Free – Routes 30, 70, 86– Daily Metcard Zone 1 $6.80


Train services: Southern Cross Station (Metro & V/Line)– Daily Metcard Zone 1 $6.80

Bus services: Route 220 (Footscray Road and Dudley Street) Also V/Line Regional and Interstate Coaches from Southern Cross Station


Car parking, coach & taxi access: Parking at Harbour Town Free for the first hour and then $5 flat rate for the day.

Destination & Transport Access (DDA): Lifts and ramps provide access to most areas

Overall Rating: 8/9

33

34

35

The tables above demonstrate that free public transport is more prevalent in the Southern Hemisphere with Melbourne, Sydney, Brisbane and Auckland all having a free shuttle bus service around the city.

Melbourne is the only city in the world that has a free City Circle tram. Given the iconic nature of the tram system to Melbourne, this is considered one of the “must do” attractions by visitors. While many visitors are willing to pay for the service, services are often overcrowded due to locals.

At the time of writing this report, of all the cities that have water transport, only Brisbane and Zurich have integrated fares. Sydney has introduced new zoning and ticketing options with a new ticket “MyMulti” which will allow unlimited travel on public and private buses, CityRail trains and Sydney ferry services within designated zones. Sydney currently has a “Day-tripper” ticket that allows (travel on) all modes apart from the monorail and tram services.

Most European cities have introduced traffic calming techniques to discourage private car use within the city and prioritise pedestrian, bicycle and public transport corridors. The costs of parking in many European cities is often exorbitant with more cost effective park+ride options either on the peripheral of the city or inner suburbs.

5. Benchmarking visitor mobility

Free

CB

D T

ram

Free

CB

D B

us

Exp

lore

r B

us

CB

D F

erry

Ser

vice

Tram

Ser

vice

Trai

n S

ervi

ce

Mon

orai

l

Bus

Ser

vice

s

Wal

king

acc

ess

Bik

e hi

re p

rogr

am

Traf

fic c

alm

ing

Inte

rgra

ted

vi

sito

r fa

res

Inte

rgra

ted

vi

sito

r in

from

atio

n

Melbourne

Sydney

Brisbane

Auckland

London

Paris

Zurich

X X

?X X XX X

X XX X

X X

X XX XX

X X XX XX X

X X XX

X XX

X

X

X

36

5.1 Brisbane public transportBrisbane’s public transport network (TransLink) is an integrated network of trains, ferries (CityCats) and buses. Visitors can buy a go card from selected retailers and QR stations, online or over the phone, and top up the card balance like a prepaid mobile phone.

A $5 deposit is required for each go card. There is no specific tourist deal available with go card however; like Melbourne there is a free CBD bus shuttle. Unlike Melbourne this service only operates Monday to Friday from 7am to 6pm. It is funded by the Brisbane City Council who has a vested interest and is a major stakeholder in public transport services in Brisbane.

5.11 Free Brisbane Loop Bus Service (Monday to Friday)

5.12 CityCat Ferry ServiceThe Brisbane CityCat and ferry services are a favourite among the locals, and an enjoyable way to get around Brisbane. While predominately a commuter service, it is estimated that over 20% of passengers are visitors to Brisbane. As the fares are integrated into the Brisbane public transport network, they offer very good value with a daily ticket starting at $6.80 for Zone one. TransLink operates services across 23 zones. Fares are calculated at either an adult or concession rate and based on the number of zones you travel through during your journey. Ferry services operate predominately in zones 1 and 2.

The Loop is a free and convenient bus service travelling in both directions around the CBD every fifteen minutes from any red CBD bus stop.

37

5.13 CityCycleIn 2010, Brisbane City Council will introduce CityCycle, a new form of environmentally friendly public transport. CityCycle will be a European style bike hire scheme similar to Cyclocity in Brussels and Sevici in Seville. CityCycle will offer up to 2000 bikes for pick up and drop off at up to 150 bike parking stations across inner city Brisbane.

CityCycle is primarily for short trips within the inner city, offering free 30 minute hire for subscribers. Casual users and visitors to Brisbane can also make use of the scheme via a daily access charge (tourist $12 per day, subscribers approximately 18 cents per day).Helmets are not compulsory in Brisbane.

5.14 City Sights TourTransLink also operate a City Sights “hop on hop off” bus around all the major Brisbane CBD attractions and surrounding suburbs including Mt Coot-Tha Lookout. At $35 per adult, the ticket also allows a trip on the Brisbane River City Cat. The service operates at a 45 minutes frequency between 9am and 5pm.

5.2 Sydney public transport Sydney offers a mix of bus, train, ferry and tram. The ticketing is yet to be integrated. The introduction of pre-paid buses several years ago causes some confusion for first time visitors. While Sydney is a major drawcard for domestic and international tourists, public transport and ease of mobility around a city dominated by private cars and buses is not always easy. Tourism and Transport Forum Australia chairman Bruce Baird recently said he had witnessed the demise of "brand Sydney" since the city's successful Olympic bid.

"Since that time, there has been somewhat of an erosion of (brand Sydney)," the former federal MP and NSW transport minister told a forum meeting in Sydney in October 2009.

"We let things slip and by comparison Melbourne was developing its own events program and was taking events from Sydney. It's time we look at that and also transport links and other aspects which make up brand Sydney.” – October 23, 2008 Sydney Morning Herald.

The introduction of integrated ticketing in 2010 is expected to address visitor confusion and mobility with the proposed MyZone fares taking effect from April 2010 allowing travel on all modes with the exception of the monorail and tram services.

5.21 Route 555 – Free CBD ShuttleA free CBD Shuttle bus service operates seven days a week around Sydney city. The bus can be hailed from any specially marked green CBD Shuttle bus stop. A high frequency service runs every 10 minutes from Central Station to Circular Quay and back, via Elizabeth and George streets.

The service runs 9.30am to 3.30pm weekdays, with a late finish of 9pm on Thursday evenings. Weekend services run 9.30am to 6pm. A route map is located in the Appendix section 13.1

5.22 DayTripper ticket The DayTripper ticket is an all-in-one day ticket for travel on CityRail Trains, Sydney Buses and Sydney Ferries and includes discounts to Sydney attractions.

The Family fare deal also applies to DayTripper tickets. When at least one fare paying adult travels with their children or grandchildren, the first child travels for a child fare and the other children travel free.

Tickets can be purchased from stations, buses, ferries, transit shops, ticket offices and selected newsagents. A daily ticket for an adult is priced at $18.30 with a child ticket at $9.00.

5.23 Sydney Explorer BusesA private bus service exists where visitors can hop on or off at 27 different Sydney attractions in air-conditioned 'red' Sydney Explorer bus. This features on board commentary and entitles the user travel on Bondi Explorer plus free travel on regular Sydney Buses (blue travel zone) up to midnight same day. The ticket also allows for discounts at many of the attractions.

The service runs from 8.40am every 20 minutes up to the last service returning to Circular Quay at 7.20pm - 7 days a week. Adults are priced at $39, children $19 or a family pass at $97 for the day.

38

5.24 Sydney Mono railSydney Monorail travels through the city and winds its way above Chinatown, the Spanish Quarter, over Sydney's main street, George Street, and through the shopping heart of the city. The Monorail then travels past the historic Queen Victoria Building to the entertainment and dining mecca of Darling Harbour.

Stopping at many of Sydney's best attractions, the Sydney Monorail is popular with tourists but often overlooked by locals as a transport option.

Fares are not integrated with other transport modes in Sydney starting at $4.90 for a one way trip or $9.50 for an all day pass. Family passes are also available for $23.

5.3 London public transport London is one of those remarkably easy public transport cities where moving around without a car is relatively simple. Signage is generally very clear with a mix of buses, subway and train all integrated with the same ticketing system. Ferry services on the River Thames are expected to be completely integrated with the current Oyster ticketing system shortly. Different modes are clearly communicated through well branded logical maps and signage. Refer to the Appendix section 13.2 for an example map of public transport, connections and tourist attractions.

The Mayor of London, Boris Johnson, has announced plans to improve river services for Londoners and visitors. London's pier owners, boat operators, borough councils and Transport for London have agreed to sign up to a river Concordat led by the

Mayor, which commits them to work together to improve ticketing, piers and passenger information.

In April 2009, the Mayor announced the first substantial improvements as a result of the new partnership. From November 2010, Thames Clipper services will be able to accept Oyster Pay as you Go. A new direct service between Canary Wharf and London Bridge was also introduced in 2009 to relieve the congestion caused by increasing numbers of river passengers. This is funded by Transport for London.

Integration of the Thames into the transport system: Including river services in the Oyster system will make them much easier to use. Signage will be improved at piers and at railway stations to make it clear that sometimes it is easier to walk to the pier and take a boat rather than catch the tube.

39

Travelling by river has got cheaper and easier. For an all day river pass (River Roamer) valid between 10am and 10pm on a weekday or 8am and 10pm on a weekend, an adult is priced at $19.80 AUD or $13.25 AUD with an existing public transport ticket. A children’s River Roamer pass is priced at $9.90 AUD, or $6.60 AUD with travel card/Oyster pass. For $41.30 AUD a day family River Roamer pass can be purchased for up to 2 adults and 3 children.

5.31 Traffic calming – the London Congestion TaxThe London congestion charge is a fee for some motorists travelling within those parts of London designated as the Congestion Charge Zone. The main objectives of this charge are to reduce congestion, and to raise funds for investment in London's transport system. The zone came into operation in parts of Central London on 17 February 2003 and it was extended into parts of West London on 19 February 2007. Although not the first scheme of its kind in the United Kingdom, it was the largest when it was introduced, and it remains one of the largest in the world.

Transport for London's report in June 2007 found that the level of traffic of all vehicle types entering the central Congestion Charge Zone was consistently 16% lower in 2006 than the pre-charge levels in 2002. The number of chargeable vehicles entering the zone had reduced by 30% (primarily cars and minicabs, although vans and lorries had decreased by 13%), while there were overall increases in the numbers of taxis, buses, and especially bicycles. The daily profile of traffic flows changed, with less traffic after 9:30am and in peaks immediately before and after the end of the charging period. The level of traffic entering the zone during the morning peak had not reduced as much as at other times.

5.4 Paris public transportParis public transport is operated by the RATP and includes the métro subway system, RER trains, buses, night buses, Montmartrobus, and the Montmartre funicular railway, all of which accept the same tickets and passes. Individual tickets can be purchased in booklets of ten, or a Paris Visite Metro Pass designed expressly for visitors and offering unlimited travel.

5.41 Paris Visite Pass Paris Visite is a travel card pass enabling use on all the public transport services (no photo needed). This metro pass consists of a travelcard and a ticket. It provides unlimited FREE rides on the transport system including the Metro, RER (regional express trains), tramway, suburban trains and the greater bus system. The pass includes a Paris street/metro/bus map and 30 days access to online French lessons. One day adult ticket is priced at $18.35 AUD or a three day pass at $39.30 AUD. This pass does not include any transportation on the river Seine.

5.42 Paris by waterA number of services operate on the river Seine, notably the Batobus which has a series of stops including the Eiffel Tower, the Musée d’Orsay, St-Germain-des-Prés, Notre-Dame, Jardin des Plantes, Hôtel de Ville, Louvre and Champs-Elysées.

This hop on and off service is priced at $17.60 AUD for one day or $23.50 AUD for two days. The river services are not integrated with the public transport network.

5.43 WalkingOne of the best ways to get the feel of Paris is on foot. Several walking tours exist both guided and suggested walks via maps. There are also audio guides available that enable the visitor to explore the city at their own pace.

5.44 BikesNear to the main train stations and the principal tourist routes, there are many companies renting bicycles for a day, a weekend or a week.

40

Clearly visible stopsStops are identified by a metal plate that shows the name of the stop, the route numbers of the buses and trams that stop there, and the terminus, displaying the direction in which they are travelling. For trams, the route number is shown in a coloured field, while bus route numbers are black on white.

Tram or bus approachingThe route can be recognised from afar by looking at the colour and number. The terminus, which indicates the direction of travel, is also shown on the front.

The same information is also shown on the side of the tram or bus showing the main destinations which is particularly helpful for tourists.

Special bicycle lanes are located throughout the city. Certain routes are entirely given over to cycling on Sundays and public holidays as part of the “Paris Respire” (“Paris Breathes”) campaign.

5.5 Zürich public transport The city of Zürich lies at the heart of Europe and the centre of Switzerland, on the northern shores of Lake Zürich. Trains to the city centre, from the airport’s own train station, run several times an hour and take 10 – 15 minutes. Zürich’s Central Train Station handles more than 1,900 trains a day and is one of the central railway hubs in Europe.

Zürich has demonstrated that the right combination of policies can bring about a significantly higher public transport patronage than new capital-intensive systems serving only selected corridors. The introduction of segregated tram and trolley routes, bus lanes and bus-only access to pedestrian areas, installation of computerised operational control systems and selective vehicle detection at 80% of the traffic signals on bus and tram routes, have enabled public transport patronage to remain buoyant.

The Zürich transport policy is an outstanding example of a sustainable approach due to the following reasons:

> Consistent promotion of public transport; > Reduction of motor vehicle transport; > Shifting of motor vehicle transport to main roads; > Traffic calming in residential areas; > Reduction of public car parking space; > Policy for environmentally friendly modes.

Population density in Zürich is greater than Melbourne. This has contributed to prioritisation of public transport and traffic calming measures over the last 30 years. Given Melbourne’s growth projections, it won’t be long before such measures are a necessity in Melbourne rather than a “nice to do”.

5.51 Zürich TramsThe best way to get around Zürich is by tram. Unlike Melbourne, the route information is easily identified by a clear number with each route colour coded.

how many more stops?The route maps inside the vehicle show passengers all the stops on the route as well as the ones connecting with other services. Unlike Melbourne, tram routes in Zürich are not over 20kms in length with over 70 stops. This makes it much easier to communicate stops inside vehicles.

41

5.52 Zürich Ferry serviceThe Lake steamer service on the Lake of Zürich connects most communities on both sides of the lake with the city. A car and passenger ferry also connects Meilen on the right shore, with Horgen on the left shore. During rush hours this can be the most efficient way of going from one side of the lake to the other and is integrated into the wider public transport network through information and ticketing. Boat services depart every 30 minutes in the summer with a reduced timetable in other seasons.

5.53 ZürichCARDThe ZürichCARD, one of the most attractive visitor mobility cards in Europe. Holders of the ZürichCARD can enjoy the city to the fullest and at the same time get great value for money. The principle is very simple. A ZürichCARD is purchased as valid for either 24 or 72 hours. This then gives the bearer unlimited rides on the trams, buses, trains and boats. It is also valid on the cableways in Zürich with free admission to 39 Zürich museums and free welcome drinks in 17 participating restaurants. In addition, the ZürichCARD provides a 50% price reduction for a guided walk through the Old Town with Zürich Tourism.

For a 24 hour adult ZürichCARD the price is very reasonable at only $17.60 AUD or $12.50 AUD for children. A three day pass (72 hours) is priced at $35.20 AUD or $25.00 AUD respectively. The ZürichCARD is available from: the airport, the tourist service in Zürich main station, Zürich hotels, the vBZ ticket offices, the Zürichsee schifffahrtsgesellschaft (Lake Zürich navigation company) in Bürkliplatz, and at Zürich railway stations.

42

43

6. Creation of Melbourne Explorer brand

6.1 An integrated solutionOne of the missing links identified in Melbourne is the lack of an integrated tourism product. Ideally such a product would;

> enable travel on public transport > provide discounts on bike hire > form part of the visitor signage strategy > form part of the City Circle and Shuttle Bus brand > be used in walking tours and destination signage > offer discounts at attractions, restaurants and entertainment venues > be linked with mobility access (DDA) – mobility taxi fleet > promote existing tour operators > encourage connectivity between modes and products

PUBLIC TRANSPORTINC SKYBUS

CAR SHARE

MOBILITY TAXI WALKING

CITY CIRCLE &SHUTTLE BUS

MELBOURNE BIKE HIRE

TOUR OPERATORS

YARRA RIVER SHUTTLE

MELBOURNEEXPLORER

44

A number of cities around the world cater for visitors very well. In the research identified in this report, the ZürichCARD (as discussed in section 5) was considered the best offer for visitors. While this card focuses on an integrated ticketing offer for public transport services, it is also offers visitor discounts, free entry to museums and complimentary drinks at participating restaurants. The need for a visitor mobility brand linking all transport modes and tours was also identified through stakeholder interviews.

The establishment of an integrated Melbourne Explorer brand will help address visitor mobility and communication issues in a coordinated manner.

This model has been developed using the best of international and local products to provide a unique system for operators to communicate visitor mobility clearly in an integrated manner. Establishing the Melbourne Explorer brand will establish Melbourne as a leader in tourism mobility and provide a benchmark for other cities.

The Melbourne Tourism Partnership through the City of Melbourne has identified the need for coordinated visitor information. While only in its infancy, the principles of this strategy are;

> One consistent message about Melbourne > The right information at the right time > A network of integrated information channels.

This initiative is strongly supported as a means of achieving an integrated solution for Melbourne and more importantly, providing exposure of the proposed Melbourne Explorer brand. Initiatives being reviewed in the project include:

> A single master-map as the foundation for Melbourne’s metropolitan Wayfinding system

> Strengthen orientation and Wayfinding at major visitor gateways. Refer section Appendix 13.3 for City of Melbourne gateway points.

> Integrate visitor Wayfinding information into Melbourne’s public transport network

> Build on the success and widespread adoption of GPS and smart-phone technology.

> Establish a consistent pedestrian signage and Wayfinding network for the Melbourne metropolitan area (along relevant visitor travel corridors).

6.2 Establishing a Melbourne Explorer steering groupTo progress the establishment of the Melbourne Explorer brand, a steering group is recommended to create a terms of reference and outline issues including funding mechanisms, partnerships and guidelines. For the concept to work, there must be “buy in” from major stakeholders.

Major stakeholders should convene to discuss the merits of establishing the Melbourne Explorer brand and how it could be rolled out throughout Melbourne in existing and new projects. As a minimum, stakeholders at the CEO or appropriate senior level should include the City of Melbourne, Tourism Victoria, Metlink, Yarra Trams, Destination Melbourne, Melbourne Exhibition and Convention Centre, Yarra River Business Association and Federation Square.

Once the terms of reference, budgets and agreed strategy have been established, a working party should then be formed with a remit for implementing the strategy and report back to the steering group. It is recommended that the first Steering Group be chaired by Chris Buckingham, CEO of Destination Melbourne. There are a number of options where the Melbourne Explorer brand could ultimately sit and this should be discussed amongst CEOs / Senior Executives of the Steering Group.

6.3 Melbourne Explorer issues for consideration6.31 FundingOne of the most important issues for the establishment of the brand is to look at budgetary requirements and funding mechanisms. While the establishment of a congestion charge in Melbourne would be contentious, such an initiative could fund Melbourne Explorer in the long term.

In the short term, contributions are likely to be sought from major stakeholders while also integrating the brand into established projects where budgets have already been approved (the City of Melbourne Wayfinding project, myki product development and Metlink tourism packaging for example).

6.32 quality product (Melbourne Explorer accredited) The recommended development of code of practice for operators that wish to become part of the Melbourne Explorer brand should be a high priority. For instance many current river operators could be involved in the brand but, for this to occur, quality guidelines need to be agreed and accreditation awarded to the appropriate operator. This is also true of the taxi industry. The process for developing and assessing these guidelines should be simple.

A focus is needed on ensuring a quality customer product and cross promotion in all marketing and information collateral of other Melbourne Explorer modes and products.

6.33 Free servicesUnlike anywhere else in the world, Melbourne is in the unique situation of having two free services (the City Circle and Shuttle Bus) on offer to tourists and locals. They key market for both

45

services is the visitor. Issues with overloading on the City Circle tram can impact the quality of the visitor’s experience. While current demand could warrant an increase in service levels on the City Circle (to say a 10 minute from 15 minute service), there are other more viable ways to reduce overcrowding under the Melbourne Explorer concept.

Having tourists register for a pass that allows free transport will reduce instances of overcrowding by commuters wanting just to catch a free service. In other words, if you are a genuine visitor to Melbourne, a Melbourne Explorer pass would guarantee free travel on both the City Circle and City of

Melbourne Explorer

Tourist Ticket Public Transport

Visitor Discounts / Offers

Tour Operators

Wayfinding, information hubs

Visitor gateways

Walking Tours

Incorporate existing Metlink signage

Melbourne Bike Share

Mobility Taxi

Car Sharing

Public Transport Services

City Shuttle River

City Shuttle Bus

City Shuttle Tram

Melbourne Shuttle Bus. This could be distributed through hotels, airports, travel agents, tour operators, transport companies, the Visitor Information Centre. The concept is currently used for train travel before 7am with the free “early bird” Metcards. One of the recommendations made in this report is a review of the City of Melbourne Shuttle Bus. Even if the Shuttle Bus became a paying service, a Melbourne Explorer Pass could be upgraded to include public transport (tram, train, bus and river). These options need to be fully investigated and modelled to ensure consistency and viability.

6.4 how the Melbourne Explorer brand could work

46

6.5 Proposed action plan to establish Melbourne Explorer brand

> Establishment of Stakeholder Steering Group > Agree on terms of reference > Development and agreement of visitor mobility strategy

incorporating Melbourne Explorer brand > Development of brand, brand values and identity > Establishment of required budget and funding mechanisms > Engagement of Tourism Minister in initiative with costed

proposal and benefit analysis. > Development of accredited operator guidelines > Engagement of partners and discounts > Development of Melbourne Explorer information guide > Develop appropriate training module for Incorporation of

Melbourne Explorer into existing training programs (Public transport operators, City of Melbourne Ambassadors, Hotel staff, Visitor Information Centre, taxi operators etc)

> Development of marketing plan with agreement and commitment from stakeholders and partners.

> Gradual incorporation of Melbourne Explorer brand in existing partner collateral as material is refreshed and stock reprinted.

> Incorporation into City of Melbourne visitor Wayfinding project.

> Establishment of key objectives incorporating existing visitor mobility strategies from stakeholders where relevant.

47

48

49

While Melbourne lacks an integrated product like the proposed Melbourne Explorer brand for tourists, the city is generally well serviced by public transport. The Yarra River Shuttle can be integrated with other transport modes. This was confirmed in the recent Parks Victoria Shuttle Service review. Should a scheduled river service be introduced, visitor mobility in Melbourne will be further strengthened.

The following table highlights the rating given to each destination as analysed in section 4.3 and then factors in the positive impact a scheduled ferry service would have on their mobility rating.

If the attraction is not near the Yarra River, no increase in the mobility rating was recorded.

7. Mobility review and recommendations

50

7.1 Mobility Improvements with Ferry service added

Destination Existing With ferry service

Federation Square 100% 100%

Eureka Tower 83% 94%

Royal Exhibition / Melb Museum / IMAX 94% 94%

State Library of Victoria 63% 63%

Shrine of Remembrance 78% 89%

MCG and Sports Museum 83% 94%

Melbourne Park Sports Precinct 83% 94%

Docklands Stadium 83% 94%

Wonderland Park Docklands 83% 94%

Old Melbourne Gaol 69% 69%

Victorian Arts Centre 83% 94%

Melbourne Aquarium 72% 83%

Crown Entertainment Complex 83% 94%

Southern Star Observation Wheel 83% 94%

Immigration Museum 78% 89%

Melbourne City Baths 63% 63%

Koorie Heritage Trust Cultural Centre 69% 69%

Hellenic Museum 63% 63%

Royal Bot Gardens and Gov House 89% 100%

Sydney Myer Music Bowl 83% 94%

Captain Cooks Cottage Fitzroy Gardens 78% 89%

Melbourne Con and Exhibition Centre 89% 100%

Parliament House 75% 75%

Southgate precinct 94% 100%

The Polly Woodside Maritime museum 89% 100%

Herring Island Environ Sculpture Park 55% 55%

Queen Victoria Market 94% 94%

South Melbourne Market 69% 69%

DFO South Wharf Docklands 84% 94%

Flinders Street Station 95% 100%

Southern Cross Station 87% 87%

Lygon Street restaurants / cafes 69% 69%

Degraves street Cafes 72% 83%

King Street nightclubs / bars 72% 83%

Chapel Street retail and restaurants 75% 75%

Bourke Street mall 63% 63%

Docklands retail, restaurants and cafes 89% 100%

Golf Glow at Docklands 83% 94%

Block Arcade 63% 63%

Hardware Lane 69% 69%

Average mobility rating 79% 85%

Given this analysis, Melbourne’s mobility and reputation is improved from 79% to 85% with the establishment of a regular Yarra River shuttle service.

51

With the opening of Bike Park beside the Yarra River in Melbourne in 2009, cyclists have public facilities dedicated to commuters riding to work. While not geared directly for the tourist market, many visitors to Melbourne are now using the facility for tourism purposes on weekends.

In addition to private organisations that have bike storage facilities, there are now more than 1200 bicycle hoops within the City of Melbourne (750 within the CBD) that allow cyclists to safely park their bikes.

Above: Bike Park beside the Yarra River offers many opportunities for visitors to Melbourne to ‘Bike and Ride’ on the river.

Recommended improvements to bike mobility in Melbourne > Segregation of bicycle and pedestrian tracks to improve

safety along the Yarra River. > Bicycle hire scheme to form part of the mobility strategy

under the Melbourne Explorer brand. > Investigation into a floating bicycle path on the north bank

area of the Yarra River to remove bicycle riders from the Southbank promenade (for safety and amenity reasons). A significant project that will join the existing east and north / west bike paths.

7.3 Melbourne Bike Share scheme The RACV, in partnership with Alta Planning and Design, can operate the Melbourne Bike Share scheme. Under the new scheme people in Melbourne use the bicycle hire system for as little as $50 for a yearly subscription, with the daily subscription to cost just $2.50.

Bicycle stations will be located: > in publicly accessible open spaces; > at sites convenient and safe for the use and management

of the system; > at convenient spacings; > close to high volume public transport interchanges and car-

share pods; > close to safe bicycle routes; > close to tourist accommodation such as youth hostels and

hotels; and > in positions that minimise the impact or obstruction to other

users of roads, footpaths and public open space.

The stations will be set up along a key cycling corridor from the Melbourne Arts Centre Precinct and Federation Square on St Kilda Road, through to Melbourne University in Parkville, and house 100 new public bicycles from June 2010. Refer to Appendix section 13.6 for a copy of the stage one bike stations map in Melbourne.

7.2 Bicycles in MelbourneCycling in Melbourne was a very popular form of transport at the turn of the 19th Century, however overall bicycle use went into steady decline with the introduction of helmet legislation in the 1990s. This legislation is now viewed as a restriction on the development of sustainable bike rental operations in Melbourne. In recent years, the popularity of cycling for health, fitness, and as a non-polluting alternative to the automobile has increased in Melbourne. Use of bicycles for transport accounts for around 2% of trips in Melbourne.

By 2011, 10% of on road vehicle movements to or through the CBD in the morning peak will be undertaken by bicycles. Current figures put cycling at 8% of all peak-hour (7am-10am) commuter traffic. Source: City of Melbourne’s Bicycle Strategy

The number of cyclists on Melbourne's roads has soared by up to 50% during peak hour in the past year, according to recent figures. The biggest increases were recorded in Fitzroy and on the Yarra Trail, according to an audit of cyclists conducted by the state's peak cycling body Bicycle Victoria. Initial figures from Bicycle Victoria's count revealed 1795 cyclists passed through the intersection of Swanston and Flinders streets in the city between 7am and 9am, a rise of 25 per cent compared to the previous year.

Bike sales are booming, and according to figures from Monash University's Accident Research Centre serious injuries to cyclists are also on the rise. Infrastructure to protect cyclists in Melbourne lags years behind other countries.

Melbourne's city centre - particularly the central city grid is not considered very safe for cyclists sharing space with traffic, trams and pedestrians. This issue has been identified by the City of Melbourne with targets introduced to reduce bicycle accidents by a minimum of 10% per year, relative to the number of cyclists.

52

Recommendation: > Consideration to helmet hire and hygiene precautions will

be a factor in determining usage of this product for visitors. Suggest safety flyer be produced for visitors (particularly international) who are not used to the legal requirement of wearing a helmet.

> Melbourne Bike Share scheme forms part of the Melbourne Explorer brand.

> Vandalism of bikes also proved to be a major cost impediment in similar schemes across Europe. This needs to be closely monitored and mitigated with policies and procedures.

7.4 Rentabike @ Federation SquareVisitors can hire a bike from Rentabike @ Federation Square. It is a seven days a week service from 10am to 5pm (earlier or later by arrangement.) Rentabike is located on the riverbank with easy access to the Capital City Trail - a 32-kilometre loop along the Yarra and around Melbourne.

A range of bikes are available to families and enthusiasts’ alike. Hire costs range from $15 an hour to $35 all day. Family hire (two adult and two children) starts at $35 an hour to $90 for all day. Rates include helmets (compulsory) and locks if required as well as a map and sunscreen, plus a handlebar bag with spare tube and pump.

7.5 Car parkingThe three main commercial car park operators are Secure / Kings Parking, Wilson Car parking and Premier Parking.

Given the recent development with Docklands, growth in public car parks has risen in Melbourne. Ten years ago, the car parking capacity in the City of Melbourne was estimated at 12,000 spaces. In 2010, this is now estimated at over 20,000. Most of the other cities, including Toronto and Sydney, have considerably less parking in their central business districts than Melbourne. Parking is available at various locations in close proximity to the Yarra River in the vicinity of the CBD.

Some car parks have reduced the number of accessible car spaces available due to lack of use during business hours. Some accessible car spaces are used by regular visitors, although are not reserved. These spaces are usually only available weekends.

Recommendation: > On street parking should be reduced and footpaths

widened to encourage a more pedestrian focussed city. > On street parking should be reserved for taxis, car share

parking hubs and loading bays for businesses only.

7.6 Car SharingCar sharing has taken the world by storm over the last decade in Europe and North America operating in over 600 cities, and has been operating in the City of Melbourne since 2005.

Car sharing members have access to cars on demand for rent either by the hour or by the day. By registering, paying a joining fee, cars can be booked via the phone or internet.

Petrol, insurance, cleaning, maintenance and registration are all included in the hire charge.

There are now over thirty active car share pods on City of Melbourne roads with coverage across all suburbs in the municipality. Recommendations coming out of the Carlton Parking and Access Strategy initiated car sharing facilities in the municipality and, as a result, more and more pods are being established every year.

The City of Melbourne provides support for car share operators through the Small Business Development Program as well as providing on-street car spaces across the municipality.

There are three car sharing operators in the City of Melbourne: Flexicar, GoGet and Charter Drive. While mostly relevant to the local market, a small proportion of tourists are now using car share to increase their mobility options.

Recommendation: > Car share companies become part of the Melbourne

Explorer brand. > Discount hire for Melbourne Explorer ticket holders

7.7 Congestion charging (traffic calming measure)Passenger transport groups and academics have called for congestion charging to be part of the solution to the growing problem of urban congestion in Australia’s cities.

The Bus Industry Confederation (BIC) and International Public Transport Association (UITP) issued the call after the State of Australian Cities report from the Federal Government found the avoidable annual cost of congestion will double to more than $20 billion by 2020, from $10 billion in 2010, and the rate of car dependency in cities has increased faster than population growth.

The report forecasts Australia’s population will grow to 36 million by 2050 and transport-related emissions to grow by more than 20 percent between 2007 and 2020.

Professor John Stanley from the University of Sydney’s Institute of Transport and Logistics Studies says congestion charging should feature prominently as part of an overhaul of the road pricing and taxation system in Australia; "We need a more accurate road pricing system which reflects the real costs of road travel, including congestion, health costs, air and noise

53

The concept and funding of the shuttle service has received some criticism. In a submission to the Melbourne Transport Strategy by Bus Association Victoria in September 2005, concerns were raised including; the duplication of existing bus and tram services, encouragement of commuters to park just outside the levy zone, failure of previous tourist bus services and additional complications to the bus network.

In June 2007, City of Melbourne Lord Mayor, John So, responded to criticism of the council using money generated by the car parking levy to fund the service commenting; "The tourist shuttle bus is funded through the parking levy because the levy is used to fund sustainable transport-related initiatives".

In October 2009, City of Melbourne chief executive Kathy Alexander wrote to 26 local businesses requesting financial support to keep the service going. According to a report prepared for the council's upcoming Future Melbourne committee meeting, none of those contacted were prepared to contribute.

Chris Buckingham, CEO of Destination Melbourne, said it was ''beyond the remit'' of the industry to pay directly for operating costs, although they would very likely contribute to marketing activity that reached visitors on the shuttle.

Recommendations for the City of Melbourne Shuttle Bus: > From 2011, change the route of the bus to connect with

the ferry terminal at the Sports Precinct. > Feasibility study in making the Shuttle Bus part of the

Melbourne Explorer brand and no longer being a free service.

> Include as part of the public transport system linked with the proposed ferry service and package with discounts under the Melbourne Explorer brand.

The existing Shuttle Bus Service Map is located in Appendix section 13.4.

7.9 Public Transport

The quality of Melbourne's public transport system has a substantial impact on the quality of the visitor experience, and therefore the economic vitality of the city as a whole. Melbourne's global image draws on the iconic nature of its public transport, in particular the tram system

Melbourne has a greater length of roads per person than any of the other Australian cities, while its provision of reserved-track or reserved-lane public transport infrastructure is average - even in comparison to its Australian neighbours. While additional services are needed in the outer suburbs to encourage modal connectivity, inner Melbourne is generally well serviced by trains, trams and to a limited extent, buses.

pollution. This cannot be done overnight, but there is growing international experience on which we can draw. It is now time for a full investigation into how we can most effectively bring in congestion charging in our cities." he says.

Recommendation: > Feasibility study to create a congestion charge system that

discourages peak hour travel by private car. This should be a long term goal of the City of Melbourne to ensure a liveable city where a car is not essential for mobility. The money derived from the congestion charge should be invested back into the Melbourne Explorer brand and public transport improvements where practical.

7.8 City of Melbourne Shuttle BusThe Melbourne City Tourist Shuttle is a tourist-oriented free bus service that operates around the Melbourne central business district and Carlton in an anti-clockwise direction and has 13 stops near key tourist destinations. The service runs daily at 30

minute intervals between 9:30am and 3.45pm (excluding Good Friday and Christmas Day) and provides a running commentary on the city’s attractions.

The bus was introduced under former Lord Mayor John So in 2005 and has been largely funded through revenue from the state government's city car-parking levy. However, council voted last year to remove the levy contribution - around $800,000 - and the prospect of wholly funding the expected $1.4 million operating budget is now only confirmed until August 2011.

The service commenced operation in March 2006, to coincide with the staging of the 2006 Commonwealth Games.

54

The State Government's Metropolitan Transport Plan considers improvement in the movement of goods and business-related traffic through the city. Attractive, pedestrian-oriented centres that give greater access to visitor, entertainment and business hubs is critical. In a post-industrial city, most employment, innovation and economic growth is generated through the service industry.

The dominant mode of transport in Melbourne is the private motor vehicle with almost 90% mode share of motorised trips in 2009. Melbourne has more road space per capita than any Australian city and its network of freeways is comparable with cities including Los Angeles and Atlanta. Melbourne is also home to much of Australia's Automotive industry. In 2002, the State Government set an "aspirational goal" as part of Melbourne 2030 for this mode share to decrease to 80%. Despite booming figures for public transport growth in recent years, comprehensive studies into road congestion in 2008 and official VicRoads figures show no growth in car travel on Melbourne's roads.

Melbourne is served by a public transport system integrating rail, light rail and bus services. Its extensive tram network is one of the largest in the word and integrated with both bus and train networks. Almost 300 bus routes and a train system comprising 16 lines service Melbourne. Metropolitan, rural and interstate railway networks join at Southern Cross Station

Four metropolitan bus services provide transport along the Yarra River in the vicinity of the CBD. These services are 605 Gardenvale - City via Kooyong Road, 235 Fishermans Bend via Williamstown Rd and Salmon St, 237 City - Fishermans Bend via Lorimer St and 238 City - Port Melbourne via Lorimer St and Salmon St. These services range from one to three buses per hour Monday to Friday.

7.91 Public Transport on waterThe Victorian Transport Plan highlights the following as it relates to water transportation;

The Victorian Government, through the Bays and Maritime Initiative, is developing a long term plan, to renew maritime infrastructure and revitalise key harbour precincts around Port Phillip Bay and Western Port. This will enable greater public access to and enjoyment of popular coastal and beach destinations.

Existing ferry services rely on patronage by tourists or provide links where there are no other alternatives. The possibility of expanding ferry services on longer routes, or introducing ferries as part of the public transport network, has been of ongoing interest to several communities.

A network of ferry services in Port Phillip Bay is unlikely to be viable. However, some proposals could warrant further consideration when more favourable circumstances exist.

Since the Parks Victoria Shuttle trial ended there have been several developments along the Yarra River. There is renewed support for introduction of a permanent Shuttle service that forms part of the public transport network.

7.92 Visitor Satisfaction with Public TransportThe Melbourne Convention Delegate Survey, commissioned by the Melbourne Convention and Visitors Bureau, covered the period from August 2006 to December 2007.

With 2,600 delegates from 97 countries completing their questionnaires, a robust sample size was achieved to analyse trends and practices. Not surprisingly, Melburnians were the hardest in rating their public transport system with a mean average of 3.8 out of 5 (which was still considered good). All other countries with the exception of Japan rated Melbourne’s public transport well above 4 out of 5 (4.6 was the highest from South America). The highest from Australia was Queensland with 4.3.

It has long been recognised that Conventions create new tourists, repeat tourists, attract accompanying persons, drive regional tourism and generate economic wealth and export orders for host cities. It is one of the key reasons Governments and the private sector have invested so strongly in meetings infrastructure around the world.

The results from the survey support the following recommendations for mobility improvements

> Creation of a visitor ticketing product linked with attractions and connectivity with all mobility modes. This should form part of the Melbourne Explorer brand and strategy.

> Easy to understand and consistent destination system and signage for trams and buses in the CBD that are focused on first time users.

> Review demand for weekend bus services on routes 605, 235, 237 and 238.

> Better tram priority to improve tram journey times in the CBD.

> Improve the frequency of evening and Sunday night tram services from 30 minutes to 15 minutes.

> The operation of the City Loop (including lunch time reversal) is confusing to occasional users and restricts use of intra – CBD travel.

> Notes to be accepted on board tram ticket machines (to be achieved with myki)

> Establishment of a timetabled Yarra River ferry service as part of the public transport network.

55

7.93 City Circle TramThe City Circle Tram is a free and convenient way to see the sights of central Melbourne and the Docklands while experiencing a ride on one of the city’s much loved heritage trams. The audio commentary provides details of city landmarks and major attractions such as the City Museum, Parliament House, Docklands, Federation Square, Melbourne Aquarium and the Princess Theatre. The City Circle Tram also links with other tram, train and bus routes around Melbourne.

While the trams operate in both directions every 12 minutes between 10am and 6pm from Sunday to Wednesday and between 10am and 9pm every Thursday, Friday and Saturday, overcrowding is a growing issue.

There are ten trams that operate the City Circle Service with a fleet size of twelve.

Recommendations for improving the City Circle Tram: > Opportunity for visitor guides to staff every tram. Currently

there are six dedicated City Circle employees providing coverage on a ratio of one staff member to every three trams.

> Add two W Class trams into service on the City Circle to provide a 10 minutes frequency.

> Internal tourism displays (mobility hub) promoting Melbourne’s experiences and connections with the Shuttle Bus, Ferry and public transport services.

7.94 V/Line servicesMelbourne is the centre of a state-wide railway network, consisting of various lines used for both freight and passenger services.

Intrastate passenger services are operated by V/Line and a fleet of locomotive hauled trains and Diesel Multiple Units. There are seven passenger railway lines connecting Melbourne to various towns and cities in Victoria. Four of these lines were upgraded as part of the Regional Fast Rail project. The centre of the regional passenger railway network is Southern Cross Station located in the Melbourne CBD. Melbourne is also connected to Sydney by the CountryLink XPT and Adelaide by Great Southern Railway's The Overland.

Recommendation: > Inbound marketing conducted by V/Line should promote

the Melbourne Explorer brand.

7.10 Tour bus operatorsThere are two main tourism bus operators that have several packages for exploring the sights of Melbourne. Prices start from $68 for an adult for a half day tour. These tours visit Melbourne attractions including Fitzroy and the Royal Botanical Gardens, travelling past the Grand Prix track, Williamstown, Port Melbourne and over the West gate and Bolte Bridges. Add on components include lunch at Eureka Tower, tours of the MCG, the Melbourne Aquarium and a river cruise on the Yarra River.

Tours involve on board commentary and selected stops for lunch or morning tea depending on what add on component the visitor would like. The half day tour and river cruise is priced at $89 per adult. All tours include a complimentary gift.

56

These tours offer ‘all in one’ packages to visitors who are often on deadlines. They are not considered to be in competition with the proposed Melbourne Explorer brand or ferry service.

7.11 Pedestrian mobilityA pedestrian crossing are designed to keep pedestrians together where they can be seen by motorists, and where they can cross most safely. Pedestrian crossings are often at intersections, but can also be at other points on busy roads that would otherwise be perilous to attempt to cross.

The City of Melbourne has the highest incidence of pedestrian injuries in Victoria. Most of these accidents are due to the high numbers of both people and vehicles in CBD streets, with over 700,000 people visiting the city daily.

Every second day a person will be hit and injured by a car in the City of Melbourne municipality. From 1 January 2007 to 31 October 2007 there have been a total of 192 pedestrian collisions – five people were killed and 73 seriously injured.

Statistics sourced from TAC, VicRoads and the Victorian Police reveal that major problem areas are the exits from train stations, specifically Flinders Street, Parliament, Melbourne Central and Spencer Street stations, as well as the area surrounding Melbourne University.

Oncoming road and tram traffic are major causes of pedestrian injury and death in the City of Melbourne. Other contributing factors are distractions through use of headphones; mobile phones; and/or alcohol. Over 30% of pedestrians killed have a Blood Alcohol Concentration (BAC) level above the legal limit of .05. Three pedestrian groups are particularly vulnerable; the young, the elderly and the intoxicated.

One of the ways to make it safer for pedestrians to cross the road is to create pedestrian scrambles which stop vehicular traffic in all directions at the same time. This system is used successfully in Melbourne at the corner of Elizabeth Street and Flinders Street.

The pedestrian scramble has advantages and disadvantages. It requires vehicular traffic in all directions to stop, losing time for motorists and reducing an intersection's vehicular capacity. This may be mitigated by time gained removing pedestrian signals across individual streets. It is can be difficult to ensure that an intersection is free of pedestrians at the end of the scramble time. For these reasons, some traffic engineering textbooks discourage the pedestrian scramble except at low-volume rural and suburban intersections where there may be a safety benefit.

However, intersections with high volumes of turning traffic and high pedestrian volumes can greatly benefit from a pedestrian scramble. Capacity in all directions, lost during the scramble,

can be offset because cross-turning vehicles are not blocking the intersection while waiting for pedestrians.

This report strongly recommends the implementation of Pedestrian Scramble crossings, at the following intersections:

> Latrobe and Swanston Street (Melbourne Central Station access)

> Spencer and Collins Street (Southern Cross Station access)

> Spencer and Bourke Street (Southern Cross Station access)

> Flinders and Swanston Street (Flinders Street Station / Federation Square)

For more information on overseas Pedestrian Scramble systems, refer to Appendix 13.7

7.12 Walking Tracks In general, the Yarra River is highly accessible to pedestrians and, walking is a popular mode of landside transport. Many of the primary tourism attractions are within easy walking distance of each other.

The walk from Federation Square to the Melbourne Convention and Exhibition Centre is the primary area of interest for tourists and takes only 20 to 30 minutes. Docklands can be reached on foot from this point in 35 to 45 minutes. Many people visit attractions along the route with walking becoming part of the riverside experience as much as a mode of transportation in its own right.

Recommendation: > Significant walking tracks and tours become part of the

Melbourne Explorer brand with logo recognition on selected tracks and places of historical/cultural significance.

> Count down times recommended to be installed at all major intersections so pedestrians know how long they will be

57

required to wait. A recent STAYSAFE recommendation in NSW called for an urgent trial to increase pedestrian safety and reduce anxiety.

7.13 Taxi servicesTaxis in Melbourne are regulated by the State government through the Victorian Taxi Directorate. They are required to be painted canary yellow, but since October 2008 those that operate only at peak times, at night and special events must have green tops. Taxis operate and charge on a meter. There are 3,774 licensed taxis in Melbourne (including 235 wheelchair-accessible taxis).

Taxi ranks are provided at Crown Casino and Flinders St. Taxis can also be hailed from the street. The taxi fare from Waterfront City to Federation Square would be approximately $8 and is a price point that becomes increasingly attractive as the number of passengers in the taxi increases.

Taxis do not allow the public to enjoy the riverside experience as the local road network does not run directly alongside the Yarra River; however taxis do allow passengers to be dropped off as requested at desired destinations along the river.

7.14 Wheelchair Accessible Taxis Wheelchair Accessible Taxis (WATs) allow people who use wheelchairs to travel in their wheelchair, provided that they and the wheelchair can be safely restrained in the vehicle. The service is popular, with 379 Wheelchair Accessible Taxis in operation on Victorian roads. In the 2008-09 financial year, there were a total of 641,940 WAT trips made.

WATs are required to give priority to bookings by people who use wheelchairs but may be used to carry other passengers when not engaged with wheelchair bookings.

A Wheelchair Accessible Taxi is a vehicle designed to carry one, two or more people seated in wheelchairs (depending upon the vehicle type) and between four and eleven passengers when not configured to carry wheelchairs.

When not carrying wheelchair passengers, WATs have the same operating rights and conditions as standard taxis, but charge a higher tariff when carrying 5 or more passengers.

To ensure people with a disability can get a taxi when they want one, an additional 330 wheelchair accessible licences will be released in the coming year.

Some car and van hire companies provide vehicles which are wheelchair accessible or can be modified to be hand-controlled. These services are generally available only at major corporate locations — the city and the airport — and are subject to availability. These vehicles should always be booked well in advance.

Recommendation: > Mobility taxis be included under the Melbourne Explorer

brand to ensure that no person is excluded from visiting Melbourne’s attractions. Being part of the brand would also ensure the driver is suitably trained in visitor information.

> Priority visitor hotline investigated for mobility impaired visitors to Melbourne.

7.15 Ferry tour operatorsFerries and cruises travel from Southbank along the Yarra River and around the bay to Williamstown, and also across Port Phillip Bay.

Approximately 25 commercial passenger boat operators provide tour services on the Yarra River. These services are privately owned and operated and have been developed outside of any regulatory structure. River cruises are focused on the tourism market and are promoted as “sightseeing cruises”. Various cruise options are available, departing from a number of points along the Yarra River, with services advertised via display panels on the river bank.

Melbourne River Cruises has been in business for over 28 years with its primary tourism business operating pleasure and sightseeing cruises, dinner cruises and charters.

Unlike Williamstown Bay and River Cruises the Melbourne River Cruises fleet comprises of 8 “flat top” boats, which can travel under lower city bridges, ranging from 42 to 180 in capacity.

Recommendation: > Consideration should be given for existing river boat

operators to become part of the Melbourne Explorer brand by meeting the agreed operational and customer service guidelines.

58

59

8. Missing mobility links

The stakeholder interviews highlighted priorities for improving mobility in Melbourne as follows:

> Better pedestrian movements through priority crossings and wider footpaths > Establishment of water options integrated with other transport modes > Better tourist information, signage and packaging to first time users and visitors to Melbourne > Public transport tourist ticket options – simple to use > Dollar notes accepted in trams > Bike paths segregated from pedestrian walk ways

60

8.1 Stakeholder feedbackGiven the lack of water options, not surprisingly, the more difficult places to get to were listed as South Wharf and the new retail precinct, Melbourne Convention Exhibition Centre, Docklands and the Sports precinct (MGC / Melbourne Park).

Three stakeholders highlighted the issues of getting to and from Station Pier (cruise ships), while others discussed the distance involved in getting to the Melbourne Museum.

0 2 4 6 8 10 12 14

Pedestrian movement could improve (light cycles, wider footpaths)

Great transport network

City Circle excellent

Lacks water option

Mobility lacks integration for visitors

Shuttle Bus provides a great link

Information signage needs improving

Needs tourist/family PT ticket

Over crowded on some services

Coin only tram ticketing machines not supported

Bike lanes need to be segregated from

PT easy to use

Good value for tourist

Complicated ticketing for first time users

Stakeholder unprompted feedback - Visitor Mobility in Melbourne

61

8.2 Stakeholder feedback – difficult destinations to access

0 1 2 3 4 5 6 7

South Wharf/New retail precinct

Melb Exhibition & Convention Centre

Docklands

Sports precinct (MCG, Melb Park, soccer)

Station Pier and from Melbourne

Melbourne Museum

Southbank

Port Melbourne to St Kilda

Everything generally easy to get to

Stakeholder unprompted feedback - Difficult places to get to without a car or taxi

62

8.3 Stakeholder Feedback – service issuesVisitor mobility around inner Melbourne is considered relatively easy. This is enhanced by two flagship services: the City Circle tourist tram and Melbourne City Tourist Shuttle.

Most other cities around the world do not provide two such services free of charge. It is noted than many other Australian cities have a free tourist bus that has proved very popular with visitors.

A recent council report states that it is the only service of its kind in Australia that is fully funded by a local council averaging about 660 passengers a day. The City Circle Tram in comparison, records around 9000 passenger trips per day. It should be noted that the Brisbane Free Shuttle Bus is also funded by council, although under a different mechanism than the Melbourne City Tourist Shuttle.

The biggest missing link appears to be the lack of scheduled services on the Yarra River. As Melbourne develops and grows, this missing link will become more obvious. A number of issues need to be addressed in order for the activation of the Yarra River to progress. This is covered in more detail in section 10.

0 1 2 3 4 5 6

Infrequent service late night

Weekend Sunday frequency

River difficult to access unless charter/tour

Most bus services are infrequent outside peak

Tram services Sunday night only half hourly

Taxi tourist information

Stakeholder unprompted feedback - Service issues that restrict visitor mobility

63

64

65

9. Yarra River9.1 history of Yarra River ferry servicesIn mid 1854, the first Yarra ferry, “the Gondola” went into service ferrying people from the Royal Botanical Gardens to Princess Bridge (now Federation Square). The steam ferry boat was 60 feet long and could carry up to 200 people. Another steamer was added to the service in 1855. The service ran hourly between 9am and 6.00pm. More ferries were added in the following years resulting in a 30 minute service frequency.

The ferry service did not always require a large fleet of vessels, especially as the Cremorne Gardens tended to be opened on a seasonal basis, and patrons for outdoor entertainment would be easily discouraged by the unpredictability of the Melbourne weather. Services on the lower Yarra began to look more lucrative. The great rival to the ferry boats, in the 19th Century was the steam engine.

The first railway line in Australia, from Melbourne to Sandridge, opened in 1854. The line spanned the river on a trestle bridge which made the Yarra River harder to navigate for the larger vessels. The gradual introduction of train services into Melbourne saw most of the ferry services disappear with many vessels being sold and dispatched to New Zealand.

By the end of the 19th century, ferry services began to reappear with new services running from Melbourne to Hawthorn. The early 1920’s saw a tremendous rise in the popularity of the Yarra for recreation. Boats penetrated far upstream but the emergence of lower bridges restricted craft venturing into the lower Yarra.

In July 1931, timetabled ferry services commenced from Princess Bridge to the Botanical Gardens and Punt Road. This gained rapidly in popularity and by December a half hourly service had been initiated. In 1934, the “Fairlyland” entered passenger service. She was 65 feet in length and could carry up to 156 passengers. On her run upstream from Princess Bridge, she would call at the Botanical Gardens, South Yarra, Twickenham Ferry, Hawthorn and finally Studley Park. The whole trip cost two shillings and she was always crowded.

Unfortunately, the original “Fairyland” only survived until 1937 when her engine failed and, due to a fire on board, was set adrift where her petrol tanks exploded leaving nothing more than a burnt out shell. More ferry boats were added to service in the late 1930s with a number of new operators. The river thrived with recreational use and hit its peak during the Second World War.

In 1946, Melbourne’s Ferries timetable service to South Yarra succumbed to completion of the Elsternwick bus which was rerouted away from St Kilda Road, and along the Yarra. The Yarraville ferry service to Fishermans Bend began in 1949. The peak hour weekday cross river services required two boats, with a spare boat purchased in 1963.

In 1978 a new bridge was opened downstream of Spencer Street, to link Johnson Street, South Melbourne with Footscray Road, by the site of the old gasworks. This, and the works associated with the West Gate Bridge, significantly improved access to Fishermans Bend from the Western Suburbs and ferry patronage began to fall away. The River Countess, reputedly over 90 years of age, was laid up and in 1979, the service finally terminated.

Awareness of the need to preserve the Yarra River and its environment did not gain much momentum until development of local conservation societies in the 1950s to 1970s. Possibly the most significant factor was the “Give the Yarra a Go” campaign launched by The Age newspaper in 1980. The campaigns objectives were to clean up the Yarra, create more parks, encourage boating, make a path along the river as far as Abbotsford and bring the Yarra under management of a single authority.

From 2003 to 2007, Parks Victoria operated a scheduled service from Docklands to Federation Square from November to April. The service was originally established in the lead up to the Commonwealth Games and was operated by three vessels, funded by Parks Victoria and

66

MELBOURnE TRAMBOAT CRUISES

LOCATIOn/WhARFS: Victoria Harbour Docklands

FLEET: 1 x vessel Modern set up for functions and cruisingMaximum passengers 48

PT InTEGRATIOn: Trams: #48 from Flinders St to Waterfront City Marina.

#86 from Bourke St to Waterfront City MarinaRail: Closest Station Southern Cross

SERVICES: Functions: VariousCruise: Docklands precinct, down river under the Westgate

Bridge to the port of Williamstown and across Hobsons Bay to Beacon Cove

Cruise: Upstream of the Yarra River up as far as Hawthorn or on the Maribyrnong river passing Flemington Racecourse and beyond

PRICInG: Function price structure: Advertised prices range from 20-29 passengers, 3 hour tour $65 per head or $77.50 all inclusive To 40-48 passengers, 4 hour tour, $60 per head or $75 all inclusiveCruise price structure: Duration ranges from 2.5 – 3.5 hour duration costing $40 adult, $35 seniors, $30 children

operated by Williamstown Ferry service, with a capacity ranging between 20 to 60 passengers. Tickets were $9 for an adult and $6 for a concession.

Today there are over 22 licensed operators on the Yarra River. All services are geared for private charters and day trips for the leisure market.

The only scheduled timetabled services operate from Southbank along the Yarra River and around the bay to Williamstown. Vessels are fully enclosed and purpose built featuring alfresco decks, snack bar, commentary and onboard amenities. Boats depart Southgate every hour from 9.45am to 3.45pm and from Gem Pier Williamstown every hour from 10.45am to 4.45pm.

9.2 Customer / industry feedbackThe quality of current river boat experiences is variable. Industry sources reveal a number of businesses are trying to sell as margins are shrinking.

9.3 Current river services and traffic

Varied number of services provided including: > Taxi > Charter > Tours

Routes include: > Docklands > Yarra River > Maribyrnong River

Vessel vary widely and generally aging. A summary of the major operators is provided:

67

CITY RIVER CRUISES

LOCATIOn/WhARFS: 11 Princes Walk MelbourneBerth 4, Princes Walk MelbourneBerth C, Southbank MelbourneOrange Kiosk Corner Batman Avenue & Princes Bridge Melbourne

FLEET: 1 x vessel set up for functions and cruisingMaximum passengers 150

PT InTEGRATIOn: Rail: Closest Station Flinders Street

SERVICES: Sightseeing and function cruises on the Yarra. Vessel can travel upstream towards Hawthorn & downstream to the Port of Melbourne, Williamstown and Maribyrnong river

PRICInG: Sightseeing: Ranges from 1 hour (adult $19.80, Concession

$15, Child $11, family $45) to 2 hour (adult $38.80, concession $30, child $20, family $90) Other pricing on application.

MELBOURnE WATER TAxIS

LOCATIOn/WhARFS: Berths at Yarra’s Edge MarinaBerth 4 at Southgate (opp Flinders St Station)

FLEET: 5 x vessels largest can accommodate 1 x 40 passengers, 3 x 12 passengers & 1 x 20 passengers

PT InTEGRATIOn: Connection varies depending where vessels dock.

SERVICES: Operates 7 days a week, (9am to midnight) - from Hawthorn to Williamstown, Anglers Tavern to Docklands - pick up where customer wants, when customer wants, as long as there is a suitable landing at which vessels can berth. Also does tours, excursions and charters.

68

MELBOURnE RIVER CRUISES

LOCATIOn/WhARFS: Vault 11 Banana Alley 367 Flinders Street MelbourneBerth 5 Lower Promenade, SouthgateFederation Wharf, located below Federation WharfGem Pier Williamstown ForeshoreScienceworks on request

FLEET: 8 x vesselsVessel capacity ranging between 25 & 165 passengers

PT InTEGRATIOn: Web site does not promote PT connections.Flinders Street station most obvious connection via train and tram.

SERVICES: Cruises operate daily and depart half hourly from Berth 5 Southgate Promenade, Southgate.

Cruises are:

> Port & Docklands Cruise A Down River 1 hour cruise > River Gardens Cruise B Up River 1 hour cruise Melbourne

Highlights Cruise A-B Combined Trip - 2.5 hour cruise > Spectacular views of the City of Melbourne (Combines

Down and Up River cruises with short interval) > Melbourne to Williamstown (C)/ vice versa one-way cruise

(D) 1 hour, round trip 2 hoursSeasonal departure times apply. Generally 10am – 3.30pm operating window.Also charters and special event tours A-B

PRICInG: Sightseeing: Sightseeing prices range from cruise A & B (adult

$23, Concession $18, child $11, family $50) to (adult $29, Concession $25, child $16, family $75)

Williamstown services range from cruise A & B (adult $22, concession $18, child $11, family $50) to (adult $29, concession $25, child $16, family $75)

69

VEnICE On ThE YARRA

LOCATIOn/WhARFS: Crown Casino floating landingMelbourne Exhibition Centre floating pontoonSouthbank floating pontoon West side of pedestrian bridge

FLEET: Each gondola seat 4 passengers2 X vessels

PT InTEGRATIOn: Web site does not promote PT connections.

SERVICES: Luxury Gondola Cruises. Between 1 & 1.5 hours per cruise.7 days operation all require advance bookings.Through the city section of Melbourne's Yarra River past all the main attractions - the Exhibition Centre, Aquarium, Southbank and Crown Casino, Flinders Street Station, Federation Square and the Alexandra Gardens

PRICInG: Various packages ranging from $215 per Gondola to $415.

MELBOURnE ChARTER SERVICES

FLEET: Vessels for charter and sale.

SERVICES: Supplies boats for the following type operations: > Safety/Patrol Boats for crowd control, > Security patrols. > Camera platforms for media events & filming vessels available

for engineering & structural inspections of water based structures in Port Phillip & Westernport Bays.

Eco & environmental tours in Port Phillip & Westernport Bays. General charter work for the Flemington Spring Carnival & pre Christmas seasons, Bridal transport and general taxi work.

70

WILLIAMSTOWn BAY AnD RIVER CRUISES

LOCATIOn/WhARFS: Berth 1, Southgate

FLEET: 9 x vessels of varying capacity and design. Generally older vessels.3 x bay-city ferries (ex Naval boats) carry 49 passengers1 x Heritage vessel capacity 30 passengers1 x John Batman capacity 200 passengers1 x Little Gem capacity up to 75 passengers1 x Southern Spirit capacity up to 100 passengers1 x Victoria capacity to 20 passengers1 x Williamstown Seeker capacity up to 30 passengers

PT InTEGRATIOn: Web site does not promote PT connections.Flinders Street station most obvious connection via train and tram.

SERVICES: Provides for Corporate events, transfers, charter, sightseeing and ferry services. Hourly Ferry services Southgate – Crown Casino / Melbourne Aquarium – Melbourne Exhibition / Crown – South Wharf / Polly Woodside – Yarra Edge – Science Works – WilliamstownTimetabled departure times apply. Generally 9:30am – 5.30pm operating window with hourly servicesSightseeing incorporates:Yarra riverHobsons bayDocklandsPort of MelbourneMaribynong river

PRICInG: Fares vary. Example is Southbank – Williamstown (adult $25 return / $15 one way, children & seniors $22 return / $12 one way)

71

72

73

10. Proposed Yarra River Shuttle Service

10.1 IntroductionIn 2003, Parks Victoria introduced the Yarra River Shuttle Service (YRSS). Following a successful trial, a three year contract was awarded to Williamstown Bay and River Cruises.

According to Parks Victoria, the cost of running the service from 2004 to 2008 was $1.71 million dollars. Ticket sales over this time totalled $521,000.

The operating loss from 2004 to 2008 was over $1.19 million dollars. Parks Victoria concluded that this funding model was not sustainable in the long term and the service was subsequently withdrawn.

A recent City Circle survey conducted in March 2010 asked the question of tourists regarding using a potential ferry service on the Yarra River. There was good support from visitors with 64% saying they would use such a service further adding to the tourism experience of Melbourne. Only 12 % of respondents said they wouldn’t use the service with the remaining 24% unsure. One of the reasons the YRSS was not successful was the lack of integration and promotion with other modes. Passengers on the City Circle tram are a prime market for any service introduced on the Yarra.

The majority of stakeholders interviewed for this project, supported there invigoration of the Yarra River with timetabled ferry services. Opinions varied about when and where the service should operate and the cost of such a service to passengers.

Given the lack of specific research, some of these issues are difficult to answer. For the purpose of this review, a number of different services options are considered, all with differing cost implications. There is strong support for an integrated water service becoming part of the public transport network, albeit geared specifically for the visitor and not the commuter.

Since the YRSS finished in 2008, development along the Yarra River has continued. A number of developments are currently under construction, or have been opened since April 2007 including; the Melbourne Convention & Exhibition Centre redevelopment, the Aquarium expansion, the Rectangular stadium in the Sports Precinct, Waterfront City, ANZ head quarters, Southbank apartments (under construction), Clarendon Street hotel and residential developments (under construction), World Trade Centre North Wharf (under construction), Northbank Promenade (under construction) and South Wharf developments.

Table: Stakeholders interviewed include a mix of government agencies, council, private companies, lobby groups and academic representatives. These are mentioned in more detail under Study Methodology in section 3.

14%

29%

14%

57%86% Seasonal only (summer)

All year service with seasonal timetable

No view or more analysis required

Unsure

No

Yes

74

10.2 SWOT Analysis of proposed ferry serviceThe following SWOT Analysis has been created looking at the opportunity from the perspective of a new operator:

STRENGTHS WEAKNESSES

> Current operators fleets vary in design and capacity and are not considered suitable for the service proposed

> From the current operators operating there appears to be a credible and viable market even though significant weaknesses are identified.

> Good tourism drawcards are location along the Yarra River.

> Development of new soccer stadium is located in the Sports precinct.

> Appears to have strong support from industry and prospective tourists.

> Capacity of river places a constraint on speed and possibly number of services operated.

> Assets generally do not meet DDA access standards.

> Wharfs require investment to upgrade waiting areas and berthing space.

> Cruise operators are not currently structured as part of an integrated transport system and appear defensive about new operators entering the river space.

> Lack of regulation preventing new entrants thus potential impact on viability of long term operators.

> Costs of running service could be prohibitive.

> Services can be influenced by Melbourne’s weather and water events.

OPPORTUNITIES THREATS

> No current scheduled ferry service in operation on the Yarra River.

> Modern fleet, integrated with PT, improved access & marketing provide opportunity for new operator.

> Integrate with MCC bus service and City Circle through Melbourne Explorer to provide enhanced experience.

> Integrate with the broader PT system network.

> Sell product via myki with additional statistics assisting with marketing and service planning.

> Consider there is an opportunity to charge reasonable (viable) fares for the product and to market properly.

> There is a business opportunity to extend services during special events.

> A well structured industry would enable operators to plan and invest on long term basis (ie, suggest a regulated market will provide a better outcome for all parties).

> Partnership under the Melbourne Explorer banner will strengthen marketing and connectivity with other modes/tours.

> Current operators if they improve marketing, form alliances with stakeholders and upgrade fleet would provide stiff competition to any new operator and impact on viability.

> Weather & competing use for access to Yarra River.

75

10.3 Ferry Service Comparison

Operator Commuter Tourism Fleet Pricing

Brisbane Ferries 7 day per week targeting the commuter market.

Generally high frequency down to 12 minutes but increases in off peak and weekend / public holidays.

Marketed as a part of an integrated transport system.

Markets also to tourism market but using commuter timetable.

Commuter timetable not as frequent as for commuter times (peak periods) – seems 30 minute frequency acceptable to tourism market for Brisbane.

Made up of fast cat ferries and older style vessels used for cross river and targeting tourism.

More of jetties are modern, floating pontoons and DDA compliant.

Assets owned by Brisbane City Council with operator tendering to operate / maintain for fixed price.

Sydney Ferries 7 day per week targeting the commuter market.

Mainly operates down to 30 minute frequency although some down to 20 minutes for peak periods only.

Markets also to tourism market but using commuter timetable.

Weekends and public holidays generally 45 – 60 minute frequency.

Made up of fast cat ferries and older style ferries.

Large number of services offered that suite both markets

Jetties generally modern and with ramps from vessels making DDA compliant.

Assets and operation state owned.

Operates at heavy loss – high profile. Recently went through tendering process but Government then withdrew from process.

Melbourne River Cruises

No

Services timetables but clearly target tourism market.

7 day per week timetables cruises ranging from 1 hour upwards. Covers approx 9am – 4pm period.

Fleet made up of 8 vessels all quite different in capacity.

Sightseeing prices range from - adult $23, Concession $18, child $11, family $50 to (- adult $29, Concession $25, child $16, family $75.

Williamstown services range from adult $22, Concession $18, child $11, family $50 to adult $29, Concession $25, child $16, family $75.

Williamstown Bay & River Cruises

No

Services timetables but clearly target tourism market.

7 day per week timetables cruises - departure times apply. Generally 9:30am – 5.30pm operating window with hourly services.

Fleet made up of 9 vessels, 3 are small and of same design but rest different in capacity.

Fares vary. Example is Southbank – Williamstown -adult $25 return / $15 one way, children & seniors $22 return / $12 one way.

76

FLA

G S

TAFF

SOUTHERN CROSS

PARLIAMENT

MEL

BOU

RNE

CEN

TRA

L

FLIN

DER

S ST

REET

RICHMOND

WA

TER

FRO

NT

CIT

Y

MC

EC

CR

OW

NE

NT

ER

TA

INM

EN

TC

OM

PL

EX

SO

UT

HG

AT

E

FED

ERA

TIO

N

SQU

AR

E

ME

LB

OU

RN

E P

AR

KS

PO

RT

S P

RE

CIN

CT

MEL

BO

UR

NE

AQ

UA

RIU

MV

ICT

OR

IA

HA

RB

OU

R

RO

YAL

BO

TAN

ICA

L

GA

RD

EN

S

ET

IHA

D

ST

AD

IUM

MC

G

OLY

MP

ICPA

RK

GO

VE

RN

ME

NT

HO

US

E

SH

RIN

E O

F

RE

ME

MB

RA

NC

E

HIS

EN

SE

AR

EN

A

2

1

1W

ater

fron

t City

Vic

toria

Har

bour

2

Mel

bour

ne E

xhib

ition

an

d C

onve

ntio

n C

entr

e3

Cro

wn

4

Mel

bour

ne A

quar

ium

5

Sout

hgat

e6

Fede

ratio

n Sq

uare

7

Mel

bour

ne P

ark

Spor

t Pre

cinc

t 8

Roy

al B

otan

ic G

arde

ns9

11A

rt C

entr

eV

Nat

iona

l Gal

lery

of

Vic

toria

12

Sidn

ey M

yer

Mus

ic B

owl

13

Rod

Lav

er A

rena

14

Rec

tang

ular

Sta

dium

15

Sout

hern

Whe

el16

Won

derla

nd P

ark

17

AC

MI

18

DFO

Sou

th W

harf

19 20H

ilton

Hot

el

Polly

Woo

dsid

e21

3

4

56

7

8

9

70

70

7075

48

55

112

109

96

2119

20

10

1117

18

1213

14

16

17

15

FER

RY

SHU

TTLE

LO

CA

TIO

NS

AT

TRA

CTI

ON

SK

EY

Shut

tle B

us R

oute

City

Circ

le T

ram

Tram

Rou

tes

Ferr

y R

oute

Res

taur

ants

Info

rmat

ion

Cen

tre

Caf

és

Bars

Ret

ail

Bike

Hire

SPENCER ST

FLIN

DE

RS

ST

BO

UR

KE

ST

LA T

RO

BE

ST

KING ST

WILLIAMS ST

QUEEN ST

ELIZABETH ST

SWANSTON ST

RUSSELL ST

EXHIBITION ST

ST KILDA RD

77

10.4 Proposed stops and attractions/connectivity

1Docklands –Waterfront City new quay

City Circle tram, tram routes 86/48, Melbourne Shuttle Bus, Southern Wheel, Retail, Restaurants, Wonderland Park, Nite Golf and Waterfront square.

2Docklands – Victoria harbour

City Circle tram, Etihad stadium, Southern Cross Station, Melbourne Shuttle Bus, Victoria Harbour Promenade, cafes and restaurants.

3Melbourne Exhibition Centre

Trams 96, 112 and 109, Polly Woodside, DFO, Hilton Hotel, Conventions & Exhibitions and walk to Yarra’s Edge.

4Crown Entertainment Complex

Trams route 55, live entertainment, Casino, restaurants, cafes and retail.

5Melbourne Aquarium

City Circle, tram routes 70/75/48, Melbourne Shuttle Bus, Aquarium, Immigration Museum, Kings Street bars/entertainment.

6Southgate Flinders Street Station, Eureka Skydeck, Art Centre, National Gallery, Restaurants, cafes, bars,

retail, tours.

7Federation Square Flinders Street Station, St Kilda Rd trams, City Circle, Melbourne Shuttle Bus, Visitor Information

Centre, ACMI, restaurants, café, bike hire, tours.

8Sports Precinct Tram route 70, Rod Laver Stadium, Hisense Arena, Olympic Park, MCG, Melbourne Rectangular

Stadium, Sidney Myer Music Bowl.

9Royal Botanical Gardens

Government House, Gardens, Richmond station, tram route 70.

78

10.5 Proposed serviceThe proposed new service should run from the Royal Botanical Gardens (the origins of the first ferry service in 1854) and the Sports Precinct to Docklands.

Each proposed stop needs to be properly reviewed for suitability such as:

> DDA compliance > Accessibility > Interface with PT > Interface with operating vessels > Safety > Condition > Amenities

A visual review of current landings and wharfs indicate they are generally non DDA compliant. The majority use stairs to cater for varying vessel heights and tide movement which at times may not be appropriate as they become slippery with algae and can restrict level access.

The floating pontoon however meets all access obligations and is far easier to use. Note that an initial assessment is that use of pontoon ramps, bolted onto the back wall of the step cut out, would probably be able to provide DDA compliant access and an initial estimate is that this would cost between $50-60k per location to provide.

The photos (below) show an example of the step and pontoon designs currently utilized:

0 1 2 3 4 5 6

Docklands to Sport precinct/Botanical gardens

Docklands to Federation Square

Docklands to South Yarra (Como House)

Docklands to Punt Road (train/tram connection)

No views

7 8

Where should proposed Yarra River Shuttle go?

79

10.6 Service optionsThree service options are proposed for the Yarra River Shuttle.

Docklands <> Federation Square <> Royal Botanical Gardens.1. Weekday: A service that caters for AM and PM

commuters with a 20 minutes peak frequency between 6.30am and 8.30am, then dropping to a 30 minute frequency in the off peak, commencing 20 minutes services again at 5.30pm finishing at 7.30pm.

Peak services would run between Docklands and Federation Square with off peak services running to the Royal Botanical Gardens. Late night services during daylight savings on Friday evenings until 9pm.

Saturday: A 30 minute service from 7am until 6pm with late night services during daylight savings on Saturday night.

Sunday: A 30 minute service from 10am until 6pm.

key markets: Commuters, conference delegates, residents and tourists.

number of vessels required: 6

number of staff required: 13

Operational hours: 22,115

Annual operating cost excluding capital: $2.62 million

Annual operating cost including CAPEx: $3.07 million

Price of ticket: Minimum Daily Zone one Metcard plus premium $3 charge approx $10.

2. Monday to Sunday: A 20 minute frequency all week from 9.30am, running all day from Docklands to Royal Botanical Gardens, until 4.30pm with late night services until 9pm on Friday and Saturday evenings during daylight savings.

key markets: Tourist, conference delegates and possibly residents.




Annual operating cost excluding capital: $2.30 million



3. Monday to Sunday: A 30 minute frequency running between Docklands and Federation Square from 9.00am until 6pm, with an hourly service operating to the Sports Precinct and the Royal Botanical Gardens seven days a week.

key markets: Tourists and conference delegates.




Annual operating cost excluding capital: $1.62



Costing assumes Docklands to Federation Square takes 30 minutes with a further 30 minutes to the Royal Botanical Gardens. This assumes a 7.5 minutes boarding/ alighting time at the start, Federation Square and on return back to Docklands. Staff assumed to be 2 on each vessel plus duty operations manager. Staff excludes administration, shop and marketing personal. For a more detailed analysis refer to Appendix section 13.5.

Times from current tourist operators is seasonal, with different start and finish times (earliest start and latest finish of current structured timetabled tours is 9:30am to 3:30pm & up to 5.30pm). Start times and finish times are influenced by a number of factors including the opening and closing times of attractions and any special events that may be running.

The service options mentioned have been established to give the Yarra River Shuttle the best chance success. The service must be reliable and minimise waiting time at wharfs. The greater the frequency, the more inclined passengers will be to hop on and off at attractions en routes. Given the integration of the myki system, it is highly likely that some commuters will choose to travel by ferry even though travel time will in most cases be longer. The fact the service has a high degree of connectivity with tram, bus and train modes are a benefit for existing commuters. There are also some regulations restricting the operation of commercial craft prior to 9.00am on some parts of the river that will need to be reviewed.

80

10.7 Projected revenueIt is recommended that a sensitivity analysis be performed to determine likely passenger use and projected revenue. It could be feasible to introduce such a service with minimum subsidy dependant on patronage forecasting and the attractiveness of the integrated offer to passengers.

10.8 Seasonal options

While there are still seasonal peaks in visitation, Melbourne enjoys strong visitation all year round. Visitor transport should be available for all four seasons.

Another factor is the cost of the infrastructure lying idle in ‘off’ seasons. This is not an ideal option and would result in a higher charge to reflect this “dead time”. Staff employed would also be on a seasonal basis, which generally results in higher turnover, lower quality and questionable customer service at a higher cost. The Yarra River Shuttle service should cater for residents and commuters as well as visitors to ensure long term viability.

The majority of stakeholders interviewed agreed the service must operate all year, seven days per week (with the exception of Christmas and Good Friday).

Table: Stakeholder responses to seasonal operation of Yarra River Shuttle service.

14%

29%

14%

57%86% Seasonal only (summer)

All year service with seasonal timetable

No view or more analysis required

Unsure

No

Yes

81

10.9 Vessel proposalThe current operator fleet structures in Melbourne are made up of a wide variety of vessels with no one standard design or capacity. Most of the fleet can be described as heritage.

There does not appear to be enough vessels currently in Melbourne’s ferry fleet to operate the proposed service at a standard, in design and capacity, for a high quality commuter/ tourist service.

The proposed Yarra Shuttle service would benefit from deployment of a new vessel such as the one being considered for use on the Gold Coast, Nerang River. The design has a maximum cabin height of 2.9m above the waterline. It is 15.4m by 5.4m and will seat up to 64 passengers (or 80 with stand up).

One of the restraints to operating services on the Yarra River is the low bridges and speed restrictions (5 knots). Some bridges don't leave much room at high tide, with 2.05m being the lowest at Spencer Street, followed closely by Kings Way and Queen/Market Street bridges. For a full listing of bridge heights, refer to Appendix 13.13. Advice received from boat builders is that the vessel proposed can be modified to clear these heights at high tide. Due to the relative smooth waters of the Yarra River, low clearance levels are possible.

The minimum head height is 1.9m under the previous USL code. It may be possible to obtain an exemption to keep this head height when building the new vessels. With a 1.9m internal cabin height, the deck height could be at water level or just above it leaving a 50mm roof space. It is possible to construct vessels to fit this scenario, but wheelchair access may be difficult as passengers would now be stepping from the pontoon down 2 steps and into the boat. However, this issue can be overcome.

This design is also is a low wash design with 0-10 knots, 150mm wavelets and 17-20 knots, max 250mm wavelets.

This vessel will cost approximately $790k (each) to build in Australia. Slightly less if it only requires slow cruising 100% of the time as smaller engines can be installed. While a government tender for the vessels is expected, if built outside Australia, the cost could come down to around $620k. Both scenarios would be built to the new NSCV code.

A lower capacity fleet would cost less however this would not provide for growth. Capacity was often an issue for the YRSS.

Image (above) floor plan of similar vessel

Image (above) of similar vessel

82

10.10 high Level cost analysisOperational costs are dependent on the hours of operation but, as a rough guide using current operator advice for a 14 hours day, will probably cost around $750k per year per boat for a boat of this size and power. Pro rata equates to approximate average of $148 per hour. These calculations have formed the basis for the costs highlighted in the service options.

The cost estimate based on: > Vessel seats 64 (80 standing) > 14 hours per day / 7 days per week > Crew of 2 – $250k pa > Fuel – $175k pa > Operations Manager – $80k pa > Service & Repairs – $120k pa > Insurance – $50k pa > Funding costs – $64k pa (assuming 8% interest rate) > Other – $11k pa

Refer to Appendix 13.14 for details and assumptions.

10.11 Fares and ticketing In general the fare structure and ticketing systems of current operators within the industry show little consistency.

Funding of the private sector & public operators is variable. The fare structure in Melbourne’s public transport system is multi modal and set by Government. Private ferry operators and charter buses (tours) set their own pricing with no regulation. Ticketing also differ between sectors and operators.

The myki ticketing system is seen by most stakeholders as being an opportunity to provide a greatly improved ticketing system, better market intelligence and flexibility in product and

pricing. The integrated ticketing system is one of the most popular features of Melbourne’s public transport network.

The current public transport fare structure is predominantly designed for the commuter market. The aim being to encourage people to use public transport rather than the car. This is not consistent with the needs of non subsidised sectors. The Melbourne City Tourist Shuttle and the City Circle tram is provided for free. While it would be difficult to introduce a fare for the City Circle tram, a user pays system could be introduced for the Melbourne City Tourist Shuttle as part of the myki system if integrated with the proposed ferry service.

It appears that the ferry service could also be incorporated within the myki fare system. The cost structure is likely to be the main challenge. Creating another free tourist product with a free Yarra River Shuttle service is not recommended. A review of current river pricing confirms this stance.

Based on benchmarking for river prices, it appears that a reasonable price could be anywhere between $7 and $20. Given feedback from stakeholders the ideal price for Melbourne would be just over the current pricing of a daily Zone One Metcard. The recent Yarra River Shuttle Review suggested $3 per adult. This price appears too low and is not supported in this review.

Melbourne River Cruises

Williamstown Bay & River Cruises

Parks Victoria (2008 pricing)

Paris London Zurich # Sydney # Brisbane #

Adult $22-23$15 one way / $25 return

$14 $17.60 $19.80 $17.60 $18.30$ 7.80 zone 1/2

Concession / Child

$18 / $11 $22 return $8 $ 8.80 $9.90 $12.50 $9.00$ 3.90 zone 1/2

Family $50-75 - $25Not available

$41.30No discount

$45.40No discount

NB: The table is indicative only. # integrated into the wider public transport network

83

Moving towards the myki ticketing system, there is opportunity to have premium charges added to the current pricing structure. This situation is apparent on V/Line services where first class exists at a premium of $3 per trip. A similar structure is proposed for the Yarra River Shuttle Service pending further sensitivity analysis. Ticket sales could also be made on the boat at a higher charge to encourage visitors to buy before they ride.

10.12 Further researchPolitical support is necessary to extend this project with a more detailed assessment. It will require benchmarking and greater clarity and certainty in costing and product design, as well as integrated forecasting drawing on Metlink and Department of Transport research. Given that the service is being proposed to be part of the public transport system, it will be important that all collective research is shared. The key to success is careful planning, realistic forecasting and ensuring the standard of service highlights the best Melbourne has to offer.

It is also important to encourage existing river board operators to contribute their knowledge and expertise to the development of a fully researched business case. There is recognition that the visitor experience on the Yarra River can be expanded and improved through the introduction of a Yarra River Shuttle. Impact on existing businesses should be considered.

Consideration also needs to be given to achieving the best model for operating a viable business that can grow well into

the future. Specifically, further analysis is recommended to determine the ideal levels of subsidy and whether this is indeed a requirement. The role of Melbourne Explorer brand should also be considered in the marketing and promotion of the service.

There is support for the reintroduction of a revitalised ferry service on the Yarra River integrated with public transport. With the right model, the service will contribute to Melbourne’s future liveability. This assessment provides an indicative direction for progressing, discussing and debating the challenge of activating the Yarra River.

0 1 2 3 4 5 6 7

Higher than Metcard (premium fare)

Unsure

Free

Under $5

Price of Daily Zone one Metcard

Stakeholder feedback - Price of adult Yarra River Shuttle Service?

84

10.13 Action plan for proposed Yarra River Shuttle Service1. Engagement of political support through City of

Melbourne and State Tourism and Transport Ministers.

2. Commission detailed research in lead up to implementation in late 2011.

a. Fully investigate proposed vessel design for Yarra River

b. Conduct sensitivity analysis around forecasting patronage, with consideration to tourist, commuter and connectivity market.

c. Fully investigate pricing model with myki system, Transport Ticketing Authority, Department of Transport and Metlink.

d. Review current operator regulation and recommend new quality standards to be introduced for all river operators.

e. Review of current speed restrictions, with view to increase in designated “safer areas” of the Yarra River.

f. Review of current advertising policy restricting sponsorship opportunity on the river.

g. Review infrastructure and upgrade requirements with long term view of interchange facilities and surrounding retail hubs.

h. Establish a model for putting the service out to tender

3. Confirm research and any timeframes for changes to regulations, establishment of guidelines or polices. Confirm trial period, funding and vessel requirement.

4. Market trial through Melbourne Explorer brand (possible launch). Ensure branding is strong on the Yarra River Shuttle and supported by all stakeholders in promoting an integrated commuter/tourist product.

5. Put service out to tender. Consideration for long term franchise with roll over options.

85

86

87

11. AcknowledgementsThis study has been completed in collaboration with John Wilson, from Strategic Transport Advisers, who contributed greatly towards investigating and developing the proposed Yarra River Shuttle Service.

Special thanks to: > City of Melbourne > Department of Transport > Destination Melbourne > Engineers Australia > Federation Square > Gold Coast Ferries Pty Ltd. > Melbourne Convention and Visitors Bureau > Metlink > Monash University Accident Research Centre > Monash University Transport Research Centre > Pedestrian Council of Australia > Professor Graham Currie > Public Transport Users Association > Parks Victoria > The Metropolitan Transport Forum > Tourism Alliance Victoria > Tourism Victoria > Transport Accident Commission > VicRoads > Victoria Police > Visitor Information Centre - Federation Square > VECCI > Yarra River Business Association > Yarra Trams

88

89

12. References > Accessible Public Transport in Victoria – Action Plan 2006-2012 – Department of Transport > Code of conduct for Authorised Officers – Department of Transport > Explore the Yarra – Ron Amor – 2009 > Ferries on the Yarra – Colin Jones 1981 > Guide to River Thames Boat Services – 2009/10 – Transport for London > Melbourne City Tourist Shuttle Contract and visitor service strategy – Future Melbourne

Committee report 9 March 2010 – City of Melbourne > Sustainability and cities – Peter Newman & Jeffrey Kenworthy – 1999 > The City of Melbourne Bicycle Plan 2007-2011 > Transport for London www.tfl.gov.uk > Travel by Australians – December 2009 – National Visitor Survey – Tourism Research Australia > Two Rivers Traffic Management Plan – A strategy for Sharing Melbourne's Rivers and Bays –

GeoDimensions December 2006 > Victorian fares and ticketing manual (myki) – Department of Transport > Victorian Transport Plan - State Government of Victoria > Williamstown Vessel Traffic Management Plan – October 2008 – Geodimensions > Yarra River Shuttle Service Review Final draft report – AECOM Australia Pty Ltd > Yarra River Shuttle Service Sponsorship 2007/2008 and 2008/2009 – Marketing and Events

Committee Report – May 2007 – City of Melbourne > Zürich Transport – www.zuerich.com/en/page.cfm/information/public

90

A Review of integrated visitor transport in Melbourne

Appendices

Prepared forDestination Melbournewww.destinationmelbourne.com.auby Paul Matthewsttchoice consulting

June 2010© ttchoice 2010

92

93

13.1 Sydney Free Shuttle Bus Map

A free CBD Shuttle bus service operates seven days a week around Sydney city. With a high frequency service running every 10 minutes from Central Station to Circular Quay and back, via Elizabeth and George streets, the bus can be hailed from any specially marked green CBD Shuttle bus stop.

94

13.2 Example of London public transport map highlighting tourist attractions

London bus maps are posted at bus stops all over central London. London bus stops are well kept and the London bus maps are (1) visible and (2) readable.

95

13.3 City of Melbourne proposed Wayfinding project – gateway points identified into Melbourne

96

13.4 City of Melbourne Shuttle Bus Service map

97

13.5 Parks Victoria River Shuttle material / timetables

98

99

13.6 Melbourne Bike Share – Stage One map

100

13.7 International Pedestrian scramble examples

Diagonal crossing in Cologne, Germany Hachiko Square in Shibuya, Tokyo

King Gerorge Street and Jaffa Road a pedestrian scramble in Jerusalem, Israel (2007)

Oxford Circus in London with a new pedestrian scramble opened in November 2009

6.712 Pedestrian scramble at New York City’s Union Square.

A pedestrian scramble, also known as a ‘X’ Crossing (UK), diagonal crossing (US), scramble intersection (Canada), exclusive pedestrian phase, and more poetically Barnes Dance, is a pedestrian crossing system that stops all vehicular traffic and allows pedestrians to cross an intersection in every direction at the same time. It has been adopted in many other cities and countries around the world and was most recently adopted in Toronto in 2008 and London’s busy Oxford Circus in 2009. The most famous implementation of this kind of intersection is in Shibuya, Tokyo.

In Auckland, New Zealand, the Barnes Dance was introduced in 1958, and became a feature of the city’s main street, Queen Street, as well as being adopted in other New Zealand cities. In London, UK, diagonal crossings have been constructed at Balham in 2005 and Oxford Circus in 2009.

101

13.8 Satisfaction with Melbourne’s Public Transport System Surveys

The Melbourne Convention Delegate Survey, commissioned by the Melbourne Convention and Visitors Bureau, covered the period from August 2006 to December 2007.

International Delegates

World Region2006/07 ResultsMean

2009 ResultsMean

Africa 4.5 4.0

North America 4.3 4.1

Asia 4.1 3.9

Western Europe 4.2 3.9

Eastern Europe 4.2 4.5

Japan 3.9 3.9

Middle East 4.1 4.1

South America 4.6 4.7

South Pacific 4.5 3.9

UK & Ireland 4.4 4.1

Total International 4.2 4.0

national Delegates

State/Territory 2006/07 Results Mean2009 Results Mean

VIC 3.8 3.7

SA 3.9 4.7

ACT 4.1 3.8

NSW 4.2 4.3

TAS 4.2 3.7

WA 4.2 3.8

QLD 4.3 3.9

NT 3.3 4.0

Total Australia 4.0 3.9

102

13.9 Sample of Yarra River Shuttle Service Tickets

103

13.10 Yarra River Shuttle Service Timetable at terminal

Above: Example of signage at a boarding point in Melbourne Docklands

104

13.11 Berthing / Landing Information – Yarra River 1

Landings Location Melway

Victoria Street Cnr. Victoria St & Walmer Street, Abbotsford Pg. 44, H7

Fenix Restaurant Cnr. Victoria St & Walmer St, Abbotsford Pg. 44, H7

Amora Hotel Cnr. Yarra River & Bridge Rd, Richmond Pg. 44, J7

Leonda By The Yarra 2 Wallen Rd, Hawthorn Pg. 45, A11

Williams Road Cnr. Williams Rd & Alexander Ave Pg. 2M, C3

Como House Cnr. Williams Rd & Alexander Ave Pg. 2M, C3

Herring Island Cnr Williams Rd & Alexander Ave Pg. 2M, C3

Caroline Street Cnr. Caroline St & Alexander Ave Pg. 2L, G2

Punt Road Cnr. Punt Rd & Alexander Ave Pg. 2L, F1

Morell Bridge Cnr. Anderson St & Alexander Ave Pg. 2G, D11

Botanical Gardens Cnr. Anderson St & Alexander Ave Pg. 2G, D11

Kings Domain Cnr. Swan St & Alexander Ave Pg. 2G, A9

105

13.11 Berthing / Landing Information – Yarra River 2

Landings Location Melway

Rod Laver Arena Cnr. Swan St & Batman Ave Pg. 2G, A8

MCG Cnr. Swan St & Batman Ave Pg. 2G, A8

Vodafone Arena Cnr. Swan St & Batman Ave Pg. 2G, A8

Olympic Park Cnr. Swan St & Batman Ave Pg. 2G, A8

Grand Hyatt Melbourne Cnr. Yarra River & Swanston St Pg. 1B, N12

Federation Square Cnr. Yarra River & Swanston St Pg. 1B, N12

Princes Bridge Cnr. Yarra River & Swanston St Pg. 1B, N12

Quay West Berth 3, on River Promenade Pg. 1B, L12

Langham Hotel Cnr. Yarra River & Southgate Ave Pg. 1A, K11

Southgate Berth 3, on River Promenade Pg. 1B, L12

Travelodge Cnr. Yarra River & Southgate Ave Pg. 1A, K11

Eureka Tower Cnr. Yarra River & Southgate Ave Pg. 1A, K11

Duxton Cnr. Yarra River & Southgate Ave Pg. 1A, K11

Immigration Museum Cnr. Queenswharf Rd & King St Pg. 1A, E10

Melbourne Aquarium Cnr. Queenswharf Rd & King St Pg. 1A, E10

Rialto Towers Cnr. Queenswharf Rd & King St Pg. 1A, E10

Crown Casino Cnr. Yarra River & King St Pg. 1A, B12

Crown Promenade Hotel Cnr. Yarra River & King St Pg. 1A, B12

Crown Towers Cnr. Yarra River & King St Pg. 1A, B12

Melbourne Exhibition Centre Cnr. Yarra River & Clarendon St Pg. 2F, A9

Crown Plaza Cnr. Yarra River & Spencer St Pg. 2F, A8

Enterprize Hotel Cnr. Yarra River & Spencer St Pg. 2F, A8

The Grand Hotel Cnr. Yarra River & Spencer St Pg. 2F, A8

World Trade Centre Cnr. Yarra River & Spencer St Pg. 2F, A8

Melbourne Maritime Museum Lorimer St, Southbank Pg. 2E, K9

South Wharf South Wharf Rd, Southbank Pg. 2E, J9

106

13.12 Yarra River Shuttle Customer Research – Parks Victoria 2008

No

Yes

26%

Other Country

Australia

87%

13%

0

5

10

15

20

25

30

35

40

45

Sing

le C

oupl

e, no

chi

ldre

n

15

Youn

g M

iddl

e Fa

mily

40

Mat

ure

Fam

ily

11

Old

er C

oupl

e / M

atur

e Si

ngle

34

1 hour

Over 1 hour

Over 2 hours

Don’t know

30 minutes

40%

19%

3%

22%

16%

2 or less people

3 or more people

62%

38%

18-29 Years

30-39 Years

40-49 Years

50-59 Years

60+ Years

21%18%

27%

14%

20%

First Trip on the Shuttle

Country of Residence

Life Cycle Category Average length of time to be spent at each stop

Age Group

number in Group

107

Victoria Harbour

Melbourne Aquarium

New Quay Waterfront City

Federation Square

Southgate Arts & Leisure Precinct

Crown Entertainment Complex

14%

1%

6%

22%

28%

29%

0

10

20

30

40

50

60

70

80

Wou

ld n

ot re

com

men

d

1

Wou

ld R

ecom

men

d

28

Wou

ld S

tron

gly R

ecom

men

d

71 34

0

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The

Shut

tle w

as o

n tim

e

14

It w

as e

asy

to fi

nd

the

plac

e to

boa

rd th

e sh

uttle

The

boat

was

in

good

con

ditio

nTh

e st

aff w

ere

help

ful

and

frien

dly

The

Shut

tle is

goo

dva

lue

for m

oney

Very Strongly Agree

Strongly Agree

Don't Know

Agree

Slightly Agree

Neither Agree/Disagree

Disagree

Federation Square

Southgate Arts & Leisure Precinct

New Quay/Waterfront City

Crown Entertainment Complex

Melbourne Aquarium

Don’t know

Victoria Harbour

40%

29%

26%

9%

9%

7%

12%

0

5

10

15

20

25

30

35

New

Zea

land

29

Engla

nd/U

K

14 14

Hol

land

7 7

Belgi

um

7

Switz

erlan

d

7

Turk

ey

7

Russ

ia

7

Indi

a

Am

erica

14

Extent to which you would recommend Shuttle to others Agreement with rating statement

Where have you stopped and where do you intend to stop? Country of Residence

Where did you get on the Shuttle?

108

13.13 Yarra River Bridge Heights

109

13.14 Proposed Yarra Shuttle Service – Cost analysis

110

13.15 Proposed Yarra River Shuttle Vessel utilisation (example - option 3)

111

Documents

Transport Report