CITY OF MELBOURNE · CITY OF MELBOURNE > JULY 2015 TO JUNE 2016 YEARLY REPORT > 1 . OVERVIEW . There were 8,533 media items that referred directly to the City of Melbourne during

CITY OF MELBOURNE > JULY 2015 TO JUNE 2016 YEARLY REPORT > 1

OVERVIEW

There were 8,533 media items that referred directly to the City of Melbourne during the July 2015 to June 2016 period, 2% more than the 8,372 stories in January to December 2015.

Media coverage during the July 2015 to June 2016 period generated 92% positive or neutral coverage. There were 5,486 positive stories (64%), 2,402 were neutral (28%) and 645 were unfavourable (8%). This compares with January to December 2015 in which 69% of coverage was positive, 24% was neutral and 7% was unfavourable.

City of Melbourne events drew the largest volume of coverage, with 2,173 stories over the 12-month period. New Year’s Eve celebrations, Moomba, Melbourne Music Week, Melbourne Spring Fashion Week, Melbourne Knowledge Week and Christmas in the City attracted overwhelmingly positive coverage, and drew generous praise from the media. Coverage of Melbourne Spring Fashion Week gave emphasis to the city as a centre for fashion and retail while Melbourne Music Week focussed on the City of Melbourne’s support for Melbourne’s live music scene. Coverage of events portrayed Melbourne as a vibrant city and a city for people, the arts, retail activity and liveability.

Planning stories were mainly positive, frequently reflecting the City of Melbourne’s advocacy for liveability and community impacts with respect to proposed developments. The release in September of the State Government’s new interim density restrictions generated coverage of the City of Melbourne’s advisory role in the planning approval process. Other coverage dealt with specific development proposals. Homelessness was also a major issue this year with 421 stories, many featuring the City of Melbourne’s work with State Government, the police and welfare agencies to address the needs of homeless people and ensure public order and safety.

The City of Melbourne has identified Moomba, sustainability, the Queen Victoria Market renewal, the Bicycle Plan and apartment cladding as key media issues over the course of the year. These are addressed later in this report.

CITY OF MELBOURNE

JULY 2015 TO JUNE 2016 YEARLY REPORT

MEDIA MEASURES PTY LTD

SECTION 1 EXECUTIVE SUMMARY


STATISTICAL BREAKDOWNS

> Of the 8,533 media items, 1,498 (18%) provided coverage of the City of Melbourne’s key issues. For the July 2015 to June 2016 period these were 1. Moomba (775 stories) 2. Sustainability (354 stories) 3. Cycling and Bicycle Plan (209 stories) 4. Queen Victoria Market renewal (81 stories) 5. Lacrosse Tower and apartment cladding (79 stories)

1. Major issues related to Moomba included • Violence in the city during Moomba fireworks (482 stories) • Moomba monarchs (111 stories) • Moomba parade (95 stories) • Birdman Rally (35 stories)

2. Major issues related to sustainability included • Urban Forest Strategy (36 stories) • Fossil fuel divestment (34 stories) • Melbourne Renewable Energy Project (30 stories) • Resilient Melbourne Strategy (25 stories) • Crs Oke and Wood attending Paris climate change summit (18 stories) • Support for installation of solar power on city rooftops (17 stories)

3. Major issues related to cycling and the Bicycle Plan included • Preferred safety routes/discouraging cyclists from dangerous streets (88 stories) • Bicycle Plan (72 stories) • Survey of dangerous cycling roads, including five city sites (10 stories) • RACV proposal to remove car parking spaces for bike lanes (10 stories)

4. The main issues concerning the Queen Victoria Market renewal were • Munro site development/commercial partners sought (39 stories) • Draft budget allocation of $8.5 million for Queen Victoria Market renewal (11 stories) • Parking fines could help pay for Queen Victoria Market renewal (6 stories) • Queen Victoria Market situated on the site of the Old Melbourne Cemetery (5 stories) • Small traders raise concerns about the renewal/concerns the renewal could destroy Market’s authenticity (4 stories)

5. The main issues related to the Lacrosse Tower and apartment cladding were • Compliance orders issued by City of Melbourne to apartment owners at Lacrosse Tower (29 stories) • City of Melbourne’s participation in audit of high-rise buildings in the city (24 stories) • Lacrosse Tower residents allowed to return to their apartments by the City of Melbourne following the fire (6 stories) • LU Simon’s suggestion that drones be used to detect smokers in high-rise towers (5 stories)

> Other issues that contributed significantly to coverage in the July 2015 to June 2016 period included • Planning issues (650 stories) • Melbourne Music Week (450 stories) • Homelessness and begging (421 stories)


• Melbourne Spring Fashion Week (374 stories) • North Melbourne Arts House (350 stories) • New Year’s Eve celebrations (266 stories) • World’s Most Liveable City for fifth year in succession (145 stories) • East Melbourne Fertility Control Clinic (144 stories) • City of Melbourne Council elections (139 stories) • Traffic in the city: Cr Foster’s car ban proposal; trucks in the city; and Western Distributor Road (131 stories) • Christmas in the city (130 stories) • Parking issues (126 stories)

Tone of Coverage

> The bulk of the July 2015 to June 2016 coverage was positive with 5,486 positive items (64%), 2,402 neutral items (28%) and 645 unfavourable items (8%).

> Coverage of key issues generated 1,498 items. Of these, 57% were favourable (849 items), 38% were neutral (577 items) and 5% were negative (72 items).

> Sustainability gained mainly positive coverage, with 90% positive, 4% neutral and 6% negative.

> The Queen Victoria Market renewal also produced a large amount of positive coverage (84%) and smaller amounts of neutral (11%) and negative coverage (5%).

> The Lacrosse Tower and apartment cladding produced a solid amount of positive coverage (68%) and smaller amounts of neutral (24%) and negative coverage (8%).

> Cycling and the Bicycle Plan produced a large amount of positive coverage (50%) and smaller amounts of neutral (34%) and negative coverage (16%).

> Moomba attracted a large amount of neutral coverage (60%) and smaller amounts of positive (39%) and negative coverage (1%).

Proactive/Reactive

> Of the 1,498 stories on the key issues, the City of Melbourne was represented in the media as being proactive in 870 or 58.1%. There were 23 reactive stories (1.5%) and the remaining 605 stories (40.4%) were considered to be neither proactive nor reactive.

> The main proactive issues for the July 2015 to June 2016 period were • Melbourne Music Week (100% proactive) • ArtPlay (100%) • Docklands Library (100%) • Retail and Hospitality (100%) • Melbourne Knowledge Week (100%) • Melbourne Day (100%) • City Library exhibitions (100%) • Melbourne Awards (100%) • Chinese New Year festivities (100%) • Melbourne Spring Fashion Week (99.2%) • North Melbourne Arts House (98.6%) • UNESCO City of Literature (98.1%)


Goal Reporting

> The City of Melbourne’s vision statement – that the City of Melbourne will strive to achieve the community’s vision of a bold inspirational and sustainable city – was apparent in 5,470 stories or 64% of all media

> Of the eight goal statements, five were more evident than the others. The City of Melbourne is a

people city was evident in 2,045 stories or 24% of all coverage. The City of Melbourne is a prosperous city was evident in 1,727 stories or 20% of the total. The City of Melbourne is a creative city was evident in 1,056 stories or 12% of the total. The City of Melbourne is a connected city was evident in 467 stories or 5% of all coverage. The City of Melbourne is an eco-city was evident in 402 stories or 5% of the total.

Size of Focus

> In 907 of the 1,498 stories (60%) on the key issues, the City of Melbourne was the major focus of the story. It was a small focus in 522 stories (35%) and gained a mention in 69 stories (5%).

Media Outlets

> Print media provided 2,297 items (27%), while electronic media accounted for 6,236 items (73%). Of the electronic media coverage, radio provided 28% of the overall total, online sources provided 35% and television provided 10%.

> Online sources contributed the most coverage, providing 2,961 stories (35%) and there were 2,196 stories on Melbourne radio (26%). Melbourne daily newspapers produced 1,227 items (14%), Melbourne local newspapers contributed 595 stories (7%), national television networks generated 487 stories (6%) and Melbourne television stations featured 346 stories (4%). In addition specialist print publications carried 211 stories (2%), national daily newspapers carried 155 (2%), interstate daily newspapers carried 109 (1%), Victorian regional radio carried 107 (1%), national radio stations carried 77 (1%), interstate radio stations carried 50 (1%), Victorian regional television stations carried five (0.06%), interstate television stations carried five (0.06%), international television stations carried one (0.01%) and international radio stations also carried one (0.01%).

> Media sources providing the most coverage were 3AW (1,122 items), the Herald Sun (740

items), 774 ABC (504 items) and The Age (487 items). With regard to online coverage The Age Online carried 436 stories and the Herald Sun Online carried 227. With respect to local newspapers Docklands News carried 123 stories and CBD News carried 113.

> Specialist publications Beat Magazine and The Music carried large amounts of coverage about

the City of Melbourne. Beat Magazine carried 107 stories (about Melbourne Music Week and North Melbourne Arts House) while The Music ran 32 stories (about Melbourne Music Week and North Melbourne Arts House).

> National television networks carried large amounts of coverage about New Year’s Eve

celebrations, Melbourne Spring Fashion Week, Moomba, violence in the city during the Moomba celebrations, Cr Foster’s suggestion for a car-free day, the East Melbourne Fertility Control Clinic and Melbourne being named the World’s Most Liveable City.

MONTH-B Y-MONTH COVERAGE

GRAPH 1 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – TOTAL COVERAGE

Safety in the city/panic buttons being installed in the city CoM opposition to Grocon apartment tower proposal in Spring Street

Lord Mayor's suggestion for preferred cycling routes

Homeless camp in City Square

Homelessness/Begging in Elizabeth Street

Moomba violence/images released of three youths sought by police

Moomba violence/offenders identified by the police

Planning/ various proposals City Square homeless camp

Queen Victoria Market renewal CoM vote on car-share schemes

Cr Foster's proposal that the

Melbourne Music Week

Lord Mayor's announcement that he will seek re-election

Lord Mayor's April Fools' joke Bike parking spaces in the city

Planning (various proposals)

Moomba parade

City Square homeless camp/ reports of violence Council motion

Botanic Gardens become smoke-free

Melbourne named World's Most Liveable City

Cr Foster's proposal for one-day car ban in city

Moomba Bicycle Plan 2016 – 2020

regarding AFL clubs and poker machine revenue

250

200

150

East Melbourne Fertility Control Clinic Melbourne Spring Fashion Week

Melbourne Spring Fashion Week

Melbourne Music Week Bicycle Plan 2016 – 2020

Lord Mayor's credit card expenses

Cr Ken Ong's offer to donate to Team Doyle election campaign

CoM census data/city economy is booming Planning (various proposals)

Moomba King and Queen announced

Horse-drawn vehicles

Chinese New Year festival CoM rates/Government cap on rate rises

North Melbourne Arts House/Festival of Live Art

Australia Day citizenship ceremony at Melbourne Town Hall

New Year's Eve celebrations

Melbourne Metro Rail Project/

Possible risk to iconic buildings

100

50

0


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TONE OF COVERAGE

GRAPH 2 > JULY 2015 TO JUNE 2016 – TONE OF COVERAGE

Positive (5,486) 64% Neutral (2,402) 28% Neutral (645) 8%

PROACTIVE/REACTIVE

TABLE 1 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF PROACTIVE/REACTIVE

ITEMS PROACTIVE REACTIVE NEITHER

TOTAL 8,372 5,302 176 2,894 • Proactive is where the City of Melbourne initiates a policy or activity. • Reactive is where the City of Melbourne acts in response to matters or comments initiated by others. • Neither refers to stories in which the City of Melbourne is neither proactive nor reactive.

TABLE 2 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – MAIN PROACTIVE ISSUES

ISSUE ITEMS PROACTIVE REACTIVE NEITHER % PROACTIVE

Melbourne Music Week 450 450 0 0 100% ArtPlay 93 93 0 0 100%

Docklands Library 71 71 0 0 100%

Retail and Hospitality 68 68 0 0 100%

Melbourne Knowledge Week 49 49 0 0 100%

Melbourne Day 47 47 0 0 100%

City Library exhibitions 26 26 0 0 100%

Melbourne Awards 23 23 0 0 100%

Chinese New Year festivities 23 23 0 0 100%

Melbourne Spring Fashion Week 374 371 0 3 99.2%

North Melbourne Arts House 350 345 0 5 98.6%

UNESCO City of Literature 53 52 0 1 98.1%

• Proactive is where the City of Melbourne initiates a policy or activity. • Reactive is where the City of Melbourne acts in response to matters or comments initiated by others. • Neither refers to stories in which the City of Melbourne is neither proactive nor reactive.


SECTION 2 OVERALL COVERAGE

GRAPH 3 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – PROACTIVE COVERAGE

Melbourne Metro Rail Project/

City of Melbourne submission to Victorian Government about risk to iconic buildings

Chinese New Year festivities King and Queen of Moomba announced

Australia Day citizenship ceremony at Melbourne Town Hall King and Queen of Moomba Planning/various issues

Safety in the city/panic buttons being installed New Year's Eve fireworks Moomba/start of

Bicycle Plan

Lord Mayor's suggestion for preferred cycling routes Moomba Parade

140

120

100

Melbourne Spring Fashion Week Melbourne Music Week Bicycle Plan

Melbourne Metro Rail Project Melbourne Music Week

Melbourne Music Week

Homelessness camp in City Square asked to move

Homelessness/ concern about aggressive

beggars in Elizabeth St

80

60

40

20

0


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GOAL REPORTING

GRAPH 4 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – CITY OF MELBOURNE GOAL REPORTING

6000

5000

4000

3000

2000

1000

0

Vision Statement

G1

A city for people

G2

A creative city

G3

A prosperous city

G4

A knowledge city

G5

An eco-city

G6

A connected city

G7

Resources are

managed well

G8

An accessible, transparent

and responsive organisation

See Appendices 1 and 2 for the detailed goal statements and analysis. MEDIA TYPE

GRAPH 5 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – MEDIA PRESENCE

Print (2,297) 27% Television (844) 10% Radio (2,431) 28% Online (2,961) 35%

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MEDIA OUTLETS

GRAPH 6 > JULY 2015 TO JUNE 2016 MAIN SOURCES OF MEDIA COVERAGE

3AW Melbourne (1,122) 13% Herald Sun (740) 9% 774 ABC Melbourne (502) 6% The Age (487) 6% The Age Online (436) 5% Herald Sun Online (227) 3% Triple M Melbourne (159) 2% National Nine Network (134) 2% Docklands News (123) 1% Channel 9 Melbourne (121) 1% Channel 7 Melbourne (120) 1% National Seven Network (114) 1% CBD News (113) 1% Beat Magazine (108) 1% GOLD FM 104.3 Melbourne (105) 1% Southbank Local News (97) 1% Sydney Morning Herald Online (94) 1% The Australian (88) 1% Sky News Australia (82) 1% Brisbane Times Online (82) 1% ABC Online (81) 1% Melbourne Leader (78) 1% ABC News 24 National (78) 1% 3RRR FM Melbourne (74) 1% Channel 10 Melbourne (72) 1% news.com.au (67) 1% Yahoo! News Australia (63) 1% Only Melbourne (63) 1% Beat Magazine Online (62) 1% JOY FM Melbourne (60) 1% Warrnambool Standard Online (59) 1% Australian Financial Review (58) 1% Crikey Media (57) 1% eventfinda.com.au (56) 1% Other (2,551) 30%


KEY ISSUES

GRAPH 7 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – COVERAGE OF KEY ISSUES

800

600

400

200

0 Moomba Sustainability Cycling and Bicycle Plan Queen Victoria

Market renewal

Lacrosse Tower and apartment cladding

TABLE 3 > JU LY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES

ISSUE 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter TOTAL

Moomba 5 14 546 210 775 Sustainability 63 136 62 93 354

Cycling and Bicycle Plan 108 45 35 21 209

Queen Victoria Market renewal 43 3 12 23 81

Lacrosse Tower and apartment cladding 15 37 20 7 79

TOTAL 234 235 675 354 1,498

SECTION 3 KEY ISSUES COVERAGE Vo

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TONE OF COVERAGE

TABLE 4 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – TONE OF COVERAGE

ISSUE ITEMS POSITIVE NEUTRAL NEGATIVE % POSITIVE

Moomba 775 305 463 7 39.4% Sustainability 354 317 16 21 89.5%

Cycling and Bicycle Plan 209 105 70 34 50.2%

Queen Victoria Market renewal 81 68 9 4 84.0%

Lacrosse Tower and apartment cladding 79 54 19 6 68.4%

TOTAL FOR KEY ISSUES 1,498 849 577 72 56.7% PROACTIVE/REACTIVE

TABLE 5 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – PROACTIVE/REACTIVE

ISSUE ITEMS PROACTIVE REACTIVE NEITHER

Moomba 775 302 4 469 Sustainability 354 332 4 18

Cycling and Bicycle Plan 209 116 10 83

Queen Victoria Market renewal 81 64 5 12

Lacrosse Tower and apartment cladding 79 56 0 23

TOTAL FOR KEY ISSUES 1,498 870 23 605

• Proactive is where the City of Melbourne initiates a policy or activity. • Reactive is where the City of Melbourne acts in response to matters or comments initiated by others. • Neither refers to stories in which the City of Melbourne is neither proactive nor reactive.


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Mel

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9

Mel

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Cha

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10

Mel

burn

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Her

ald

Sun

The

Age

Oth

er*

FOCUS OF STORY

TABLE 6 > JU LY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – MEDIA PRESENCE BY FOCUS OF STORY AND PLACEMENT

ISSUE

ITEMS

LARGE FOCUS

SMALL FOCUS

MENTION

EGN

PHOTO

COLOUR

Moomba 775 466 251 58 90 59 59 Sustainability 354 187 157 10 42 40 41

Cycling and Bicycle Plan 209 166 42 1 26 21 21

Queen Victoria Market renewal 81 62 19 0 9 11 11

Lacrosse Tower and apartment cladding 79 26 53 0 19 5 5

TOTAL FOR KEY ISSUES 1,498 907 522 69 186 136 137

• LARGE FOCUS – story of any size which sustains 30% or more reference to City of Melbourne. • SMALL FOCUS – story of any size which sustains less than 30% reference to City of Melbourne. • MENTION – story of any size which contains a brief reference to City of Melbourne. • EGN – Early General News section of a newspaper, pages 1 to 15.

MEDIA OUTLETS

TABLE 7 > JU LY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – MEDIA PRESENCE IN KEY MEDIA SOURCES

ISSUE Items

Moomba 775 135 61 16 14 12 84 31 422

Sustainability 354 11 22 1 1 0 23 22 274

Cycling and Bicycle Plan 209 44 17 5 2 3 33 12 93

Queen Victoria Market renewal 81 8 16 2 2 1 6 4 42

Lacrosse Tower and apartment cladding

79

4

1

1

0

0

3

2

68

TOTAL FOR KEY ISSUES 1,498 202 117 25 19 16 149 71 899

* For details of ‘Other’ see Graphs 9,11,13,15,17.


MOOMBA

GRAPH 8 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – MOOMBA

250

200

150

100

50

0

Coverage of Moomba was prominent from February through May. Of the 775 Moomba stories, 305 were positive (39.4%), 463 were neutral (59.7%) and seven were negative (0.9%). Coverage this year spilled-over from reporting on the Moomba festivities to stories on youth violence.

The announcement in February of Michelle and Stevie Payne as this year’s Mo

Ho

emra

bldaSKun

i’sng and Queen drew a highly positive response from the media. A text sent to the

“Text Talk” column (19 February) summed-up the sentiment, “What a fabulous cho

Tic

hee A

ofge k

Oinnligne

and queen ... I love Moomba.” Lord Mayor Robert Doyle was quoted as saying ( , 17/2/16) that they were the perfect representation of what a Moomba monarch should be, “they inspire people to aim high and work hard to achieve our goals.”

March media continued to praise the selection of the Moomba monarchs and also celebrated the diverse and multicultural nature of Moomba events and community involvement, particularly with regard to the Moomba Parade floats and the 1,800 performers, many from Melbourne’s diverse community groups. A good deal of coverage focussed on Moomba’s “wonderful success,” with large attendances at activities like the Parade and the Birdman Rally. The City of Melbourne’s work to “reinvent” and “reinvigorate” Moomba was also a common theme.

Youth violence in the city during the Saturday evening fireworks presented a negative slant on an otherwise highly successful Moomba festival. Media coverage presented the City of Melbourne as highly responsive, many reports featuring the Lord Mayor assuring families of the city’s safety, and urging them to continue their participation in Moomba activities.

Moomba parade Moomba violence

Start of Moomba Moomba violence/ offenders identified by the police

King and Queen of Moomba announced Moomba violence/ images released of three youths sought by police

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The youth violence issue became tagged “Moomba violence” and as issues associated with public safety and the pursuit and prosecution of the young offenders played-out, stories mentioning Moomba were carried-over into April and May. Coverage in April brought attention to the City of Melbourne’s handing over of CCTV footage to assist with the identification of the culprits, suggesting tangible evidence of the benefits of CCTV and that the City of Melbourne was serious about safety in the city.

Media dialogue on effective responses to anti-social behavior was advanced by Lord Mayor Robert Doyle, who spent considerable time in the media discussing policing, CCTV, the benefits of good lighting and transport, and the need to ensure well populated late night activities.

GRAPH 9 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – MOOMBA

3AW Melbourne (135) 17% Herald Sun (84) 11% 774 ABC Melbourne (61) 8% National Nine Network (52) 7% National Seven Network (32) 4% The Age (31) 4% GOLD FM 104.3 Melbourne (28) 4% Sky News Australia (27) 3% Triple M Melbourne (25) 3% ABC News 24 National (22) 3% AAP Newswire (19) 2% Channel 7 Melbourne (16) 2% NOVA 100.3 Melbourne (15) 2% Channel 9 Melbourne (14) 2% KIIS 101.1 Melbourne (14) 2% Channel 10 Melbourne (12) 2% Yahoo! News Australia (10) 1% Beat Magazine (9) 1% The Age Online (8) 1% The Australian (8) 1% Adelaide Advertiser (7) 1% ABC Online (6) 1% SBS TV National (5) 1% ABC Ballarat (5) 1% CBD News (5) 1% Other (125) 16%


SUSTAINABILITY

GRAPH 10 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – SUSTAINABILITY

20

16

12

8

4

0

Media coverage of sustainability issues highlighted an enormously broad range of sustainability initiatives taking place in the city and portrayed the City of Melbourne as a leader in establishing policies and practices to reduce carbon emissions and mitigate against climate change. Of the 354 sustainability stories, 317 were positive (89.5%), 16 were neutral (4.5%) and 21 were negative (5.9%).

Many stories on sustainability noted the City of Melbourne’s two main climate change targets, to have zero net emissions by 2020 and to source a quarter of the city’s electricity from renewable energy by 2018. These objectives underpinned reporting on a range of different initiatives.

A successful bid for a loan of $30 million from the Clean Energy Finance Corporation to support the City of Melbourne’s objectives to reduce greenhouse emissions was reported in October’s media, stories reporting that the funds would be used to accelerate the installation of energy saving LED light bulbs, install solar panels on council buildings and bolster the city’s sustainability fund to encourage the retrofitting of commercial buildings. This gained further media coverage in January, with stories on the City of Melbourne’s support for the retrofitting of buildings to accommodate solar panels. Coverage reported on the installation of solar panels on two commercial city buildings, supported by City of Melbourne programs, the Commercial Solar Rebate Program, Smart Blocks and the Sustainable Melbourne Fund.

There were many stories on a range of City of Melbourne initiatives to build Melbourne’s resilience to climate change. A project to map city rooftops to assess the potential for the installation of solar panels, cool roofs and green roofs, reported in November, captured the

Urban Forest Strategy Docklands Library sustainable architecture award

Docklands Library sustainable architecture award

Crs Wood and Oke to attend Paris climate change summit City of Melbourne decision re fossil fuel divestment

City of Melbourne decision re fossil fuel divestment

Melbourne Renewable Energy Project

Energy efficient LED lighting to be installed in the city

Degraves St recycling project

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idea that the city’s rooftops presented 880 hectares of space that had the potential to make Melbourne more sustainable.

Leadership in the renewable energy space was also evident in the November announcement of the Melbourne Renewable Energy Project, a purchasing consortium of major institutions and businesses, led by the City of Melbourne, to combine purchasing power in securing a competitive price for a long-term electricity supply from renewable sources.

In the lead-up to the United Nations’ Paris Summit on Climate Change in December 2015, many media stories featured the City of Melbourne as a leading proponent of carbon divestment policies, presenting Melbourne as a globally recognised participant in the divestment movement. A number of related stories on the attendance of City of Melbourne councillors at the Paris climate change summit, drew negative responses from parts of the media, arguing that their participation was a waste of ratepayer funds.

GRAPH 11 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – SUSTAINABILITY

Herald Sun (23) 6% The Age Online (23) 6% The Fifth Estate Online (23) 6% The Age (22) 6% 774 ABC Melbourne (22) 6% Sourceable Online (11) 3% 3AW Melbourne (11) 3% Australian Financial Review (9) 3% Renew Economy Online (8) 2% Sydney Morning Herald (7) 2% Guardian Australia Online (7) 2% Architecture & Design Online (7) 2% Architecture AU Online (7) 2% footprintnews.com.au (6) 2% Sunraysia Daily Online (6) 2% ABC News 24 National (5) 1% Herald Sun Online (5) 1% Australian Financial Review Online (4) 1% Business Spectator Online (4) 1% Sydney Morning Herald Online (4) 1% Crikey Media (4) 1% The Australian (3) 1% Renewable Energy News (3) 1% Premier of Victoria Website (3) 1% EcoGeneration (3) 1% Property Observer Online (3) 1% Australian Greens Website (3) 1% gbca.org.au (3) 1% Government News (3) 1% Other (112) 32%


CYCLING AND THE BICYCLE PLAN

GRAPH 12 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – CYCLING AND BICYCLE PLAN

80

60

40

20

0

There were 209 stories on cycling and the Bicycle Plan, mostly appearing in July and October 2015 and March 2016. Coverage was mainly positive with 105 positive (50.2%), 70 neutral (33.5%) and 34 negative stories (16.3%).

Cycling stories this year confirmed Melbourne’s presence as a bicycle-friendly city. Much of the coverage of cycling reported on the City of Melbourne’s comprehensive plans to integrate bicycles as a growing part of Melbourne’s transport and commuter systems. The degree of polarisation on this issue was less than in previous years, suggesting that in the longer-term the City of Melbourne is meeting with some success in its efforts to achieve a balance between motorists, cyclists, public transport users and pedestrians.

Coverage in July centered on the safety of cyclists, the media supporting Lord Mayor Robert DHe

orayllde’

Ssusnuggestion that cyclists should be banned from using certain dangerous routes. T

Hheerald

Sun, referred to this as a “bold plan ... to make the city safer.” Editorial comments (

(16/7/15) supported the view that safety should be the overriding priority although some letters and opinion pieces expressed the view that better infrastructure was needed if the city were to genuinely embrace cycling.

This call was answered on the release of incremental drafts of the City of Melbourne Bicycle Plan in October 2015 and again, in March 2016. The media presented comprehensive stories on the October draft, citing the proposed extension of 40km/hour speed limits, the establishment of preferred cycling routes and ideas for new cycling infrastructure including

Lord Mayor's proposal for preferred cycling routes

Bicycle Plan/cyclists should avoid non-preferred cycling routes

Bicycle Plan vote forthcoming

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an extra 800 bicycle parking spaces and a floating pontoon across the Yarra River in Southbank to separate cycle traffic from pedestrians.

Reporting on a further draft of the Bicycle Plan, released in March, drew coverage of the City of Melbourne’s ideas to use bicycles to reduce congestion and enhance Melbourne’s transport connectivity. Stories centered on new modelling and a target to have cyclists make up a quarter of the city’s morning traffic by the end of the decade, suggesting a new relevance for bicycles in the quest to ease road congestion. Revised parking systems, replacing car parking spaces with bike hoops were also reported as a further strategy for congestion reduction.

The Age Editorials took a mixed approach. (12/3/16)

HeernadldoSrusned the idea that bicycles could

be used to ease congestion on the roads, while the (12/3/16) suggested that disadvantaged motorists would stay away from the city and negatively impact the city’s retail activity. Many stories acknowledged community input to the Bicycle Plan’s consultation process, suggesting a transparent and accountable approach by the City of Melbourne.

GRAPH 13 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – CYCLING AND THE BICYCLE PLAN

3AW Melbourne (44) 21% Herald Sun (33) 16% 774 ABC Melbourne (17) 8% The Age (12) 6% The Age Online (9) 4% Triple M Melbourne (8) 4% GOLD FM 104.3 Melbourne (6) 3% Channel 7 Melbourne (5) 2% FOX FM Melbourne (4) 2% Warrnambool Standard Online (4) 2% Channel 10 Melbourne (3) 1% Herald Sun Online (3) 1% news.com.au (3) 1% AAP Newswire (3) 1% BAY FM Geelong (3) 1% National Nine Network (2) 1% Channel 9 Melbourne (2) 1% ABC Online (2) 1% Sydney Daily Telegraph (2) 1% Brisbane Times Online (2) 1% Southbank Local News (2) 1% CBD News (2) 1% Other (38) 18%


QUEEN VICTORIA MARKET RENEWAL

GRAPH 14 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – QUEEN VICTORIA MARKET RENEWAL

30

25

20

15

10

5

0

Media reporting on the Queen Victoria Market renewal was mainly positive with 68 positive (84.0%), nine neutral (11.1%) and four negative stories (4.9%). The bulk of the coverage took place in July 2015 and in May 2016.

Coverage in July 2015 dealt with the City of Melbourne’s call for expressions of interest from potential commercial partners to develop a “mixed-use” precinct on the Munro site, including apartments, shops and cafes, to help finance the $250 million market renewal project. Media coverage also reported that the council was likely to sell off at least some of the 6,329-square metre site to a developer.

Stories included economic modelling by the City of Melbourne which estimated that the Queen Victoria Market renewal could generate 9,000 new jobs at the market, 12,000 jobs in the precinct and thousands of construction jobs. This emphasised the economic benefits to the city through job creation and also mentioned the anticipated retail activity created by new shops in the precinct. A specification for the inclusion of a 15 per cent affordable housing component within the proposed Munro site apartment tower was also widely reported.

Many stories included comments from the Queen Victoria Market Traders Association welcoming the plan although there were indications of concerns from some traders who questioned the proposed 24 hour trading cycle. Lord Mayor Robert Doyle was frequently quoted referring to the ambitious nature of the plan and outlining the planned community consultation process.

City of Melbourne seeking joint venture to develop Munro site

Funding for Queen Victoria Market renewal announced in COM draft budget

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The 19 stories in May 2016 focussed mainly on the City of Melbourne’s draft budget with reports that one of the “big ticket items” was $8.5 million for the Queen Victoria Market redevelopment. In a 3AW interview (5/5/16) the Lord Mayor stated that he wanted the Queen Victoria Market to become a meeting place as busy as Federation Square. Other stories said that the Queen Victoria Market renewal was taking centre stage in the budget and would transform the city.

Coverage in late June reported criticisms of the City of Melbourne’s Queen Victoria Market renewal.

GRAPH 15 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – QUEEN VICTORIA MARKET RENEWAL

774 ABC Melbourne (16) 19.8% 3AW Melbourne (8) 9.9% Herald Sun (6) 7.4% CBD News (6) 7.4% The Age Online (5) 6.2% The Australian (5) 6.2% The Age (4) 4.9% Triple M Melbourne (3) 3.7% Channel 7 Melbourne (2) 2.5% Channel 9 Melbourne (2) 2.5% Australian Financial Review (2) 2.5% SBS Online (2) 2.5% The Fifth Estate Online (2) 2.5% Other (18) 22.2%


LACROSSE TOWER AND APARTMENT CLADDING

GRAPH 16 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE OF KEY ISSUES – LACROSSE TOWER AND APARTMENT CLADDING

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Coverage of the Lacrosse Tower and apartment cladding generated 79 stories over the 12-month period, 54 of which (68.4%) were considered to be positive. Much of the coverage of the issue occurred in October 2015 and again in February 2016.

October stories focussed on the City of Melbourne’s action to ensure the immediate safety of apartment dwellers and to seek changes to improve the relevant legislation. Reporting centred on compliance orders issued by the City of Melbourne to owners of apartments in the Lacrosse Tower. Stories later in the month drew attention to the need for changes to Victoria’s building safety regulations citing the difficulties faced by the City of Melbourne, which was required to deal with each of the 400 individual apartment owners, some as far afield as Malaysia, China and Brunei, rather than being able to take a whole-of-building approach.

The issue emerged again in February with media stories reporting on the City of Melbourne’s central role in inspecting high-rise buildings as part of a comprehensive audit of flammable cladding by the Victorian Building Authority. Stories on the audit findings revealed more than a dozen instances of the use of potentially combustible non-compliant cladding and also drew attention to moves by the City of Melbourne to shore-up fire protection measures to ensure that all properties deemed non-compliant were safe for occupation. These measures included fire and smoke detectors and early warning systems.

These stories suggested that the City of Melbourne was working to resolve the issue of apartment cladding and protect the safety of apartment dwellers in the city.

Lacrosse Tower apartment owners issued with compliance orders

Suggestion by Lacrosse Towers builder that drones be used to stop residents smoking

Victorian Building Authority audit of buildings for cladding

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GRAPH 17 > JULY 2015 TO JUNE 2016 MEDIA COVERAGE – LACROSSE TOWER AND APARTMENT CLADDING

The Australian (11) 13.9% The Australian Online (9) 11.4% Docklands News (7) 8.9% The Age Online (6) 7.6% Sourceable Online (5) 6.3% 3AW Melbourne (4) 5.1% The Fifth Estate Online (3) 3.8% Architecture & Design Online (3) 3.8% Herald Sun (3) 3.8% Australian Financial Review (2) 2.5% Warrnambool Standard Online (2) 2.5% Australian Financial Review Online (2) 2.5% Herald Sun Online (2) 2.5% The Age (2) 2.5% Brisbane Times Online (2) 2.5% Other (16) 20.3%


APPENDIX 1 CITY OF MELBOURNE GOAL STATEMENTS

VISION The City of Melbourne will strive to achieve the community’s vision of a bold inspirational and sustainable city.

GOALS

G1 A city for people Melbourne will be accessible, inclusive, safe and engaging. Our streets, buildings and open spaces will be alive with activity. People of all ages and abilities will feel secure and empowered, freely participate in their community and lead healthy lives.

G2 A creative city Melbourne will be a place that inspires experimentation, innovation and creativity and fosters leaders of ideas and courage. It will build upon long-standing heritage and embrace Aboriginal and Torres Strait Islander history and culture.

G3 A prosperous city Melbourne will have a global focus with first-rate infrastructure and services, a highly skilled workforce and affordable business accommodation. It will share knowledge, mentor emerging businesses, collaborate and attract global investment and visitors.

G4 A knowledge city Melbourne will be a place where ideas and talent thrive, based on a well-resourced education and research sector and knowledge networks. It will have a dynamic online culture to amplify our knowledge capability.

G5 An eco-city As an eco-city, Melbourne is committed to reducing our ecological footprint and will work to ensure our people and organisations can adapt to climate change and build a sustainable future.

G6 A connected city In Melbourne all people will be able to move freely to communicate and trade without sacrificing essential social or ecological values. Melbourne’s connections will give people access to a rich seam of opportunities.

G7 Resources are managed well An organisation that manages its resources will use what it has available efficiently and effectively to achieve its goals and ensure the community will continue to grow and prosper locally, nationally and internationally.

G8 An accessible, transparent and responsive organisation An accessible, transparent and responsive organisation is willing to share what it has done and why it has done it with people who need to know. It acts in a professional, timely manner and ensures the community can feel a sense of pride in its operations.

SECTION 4 APPENDICES


• Bicycle Plan and cycling • planning • sustainability • Melbourne as the World’s Most Liveable City for the fifth year in succession • Queen Victoria Market renewal • arts grants and public art • smoke-free areas • Melbourne Knowledge Week • Melbourne Spring Fashion Week • Melbourne Music Week • New Year’s Eve celebrations • Docklands Library • Melbourne as a UNESCO City of Literature • Retail and Hospitality Strategy • Moomba

Of the eight goal statements, five were more evident than the others. The City of Melbourne is a people city was evident in 2,045 stories or 24% of all coverage. The City of Melbourne is a prosperous city was evident in 1,727 stories or 20% of the total. The City of Melbourne is a creative city was evident in 1,056 stories or 12% of the total. The City of Melbourne is a connected city was evident in 467 stories or 5% of all coverage. The City of Melbourne is an eco-city was evident in 402 stories or 5% of the total.

The statement that the City of Melbourne is a city for people, was evident in media coverage of • planning issues • homelessness and begging in the city • safety in the city • smoke-free areas • Domain Parklands Master Plan • building standards and apartment cladding • the City of Melbourne’s stand on marriage equality • Melbourne as the World’s Most Liveable City for the fifth year in succession • Docklands Library • Kathleen Syme Library and Community Centre • City Library • Art Play • graffiti removal

The statement that the City of Melbourne is a prosperous city was evident in stories about • Melbourne Spring Fashion Week • Christmas in the city • Moomba • New Year’s Eve celebrations • Queen Victoria Market renewal • Activating the city

APPENDIX 2 CITY OF MELBOURNE GOAL STATEMENTS – MEDIA PRESENCE

The City of Melbourne’s vision statement – that the City of Melbourne will strive to achieve the community’s vision of a bold inspirational and sustainable city – was apparent in 5,470 stories or 64% of the media coverage generated, It gained coverage in stories about


• Retail and Hospitality Strategy • Shop the City Festival • Docklands winter fireworks • Chinese New Year festivities • Lord Mayor’s commendations • Melbourne Day • research on Melbourne’s main tourist attractions

The statement that the City of Melbourne is a creative city was evident in stories about • Melbourne Music Week • Melbourne Music Strategy • Melbourne Indigenous Arts Festival • Public Art Melbourne Biennale Lab • City of Melbourne arts grants • public art in the city • Chrissy Amphlett Lane • street art • City of Melbourne’s support for the city’s live music scene • Creative Spaces • Melbourne as a UNESCO City of Literature • North Melbourne Arts House

The statement that the City of Melbourne is a connected city was evident in stories about • Bicycle Plan and cycling • car share schemes • support for the Melbourne Metro Rail Project • Road Safety Plan • City Road upgrade master plan • bicycle rental in the city • pedestrian safety in the city/Spencer Street underground access • 40 km/h speed limits • traffic concerns raised by City of Melbourne with respect to Western Distributor Road • studies on new car technology/driverless vehicles • Motorcycle Plan 2015 – 2018

The statement that the City of Melbourne is an eco-city was evident in stories about • fossil fuel divestment • Crs Oke and Wood attending Paris climate change summit • Resilient Melbourne Strategy • Urban Forest Strategy • energy efficient LED globes in the city • Melbourne Renewable Energy Project • rooftop mapping project • green rooftops • Council House 2 • Degraves Street recycling project • retrofitting solar power on city rooftops • Growing Green Guide • Sustainable Melbourne Fund • goal of zero emissions by 2020

Documents

CITY OF MELBOURNE · CITY OF MELBOURNE > JULY 2015 TO JUNE 2016 YEARLY REPORT > 1 . OVERVIEW . There were 8,533 media items that referred directly to the City of Melbourne during