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VICTORIAN PORTS CORPORATION (MELBOURNE)
30 October 2018
Station Pier Redevelopment
Engagement Report
REPORT PREPARED FOR REPORT PREPARED BY
Rhana Fleming, Associate Director, Newgate Engage
(Project Lead)
Rob Nyaguy, Consultant
Steve Michelson, Associate Partner
Philip Partalis, Associate Director, Newgate Research
(Survey Lead)
Lisa Vo, Research Assistant, Newgate Research
Feyi Akindoyeni, Partner and Melbourne Office Head
(Strategic Advisor)
In preparing this report we have presented and interpreted information that we believe to be relevant for completing the agreed task in a professional manner. It is important to understand that we
have sought to ensure the accuracy of all the information incorporated into this report.
Where we have made assumptions as a part of interpreting the data incorporated in this report, we have sought to make those assumptions clear. Similarly, we have sought to make clear where we
are expressing our professional opinion rather than reporting findings. Please ensure that you take these assumptions into account when using this report as the basis for any decision-making. For
the quantitative research results, the base (number and type of respondents asked each question) and the actual survey questions are shown at the bottom of each page. Results may not always
total 100% due to rounding.
This project was conducted in accordance with AS: ISO20252:2012 guidelines, to which Newgate Research is accredited. Project reference number: NGR 1808014.
This document is commercial-in-confidence; the recipient agrees to hold all information presented within as confidential and agrees not to use or disclose, or allow the use or disclosure of the said
information to unauthorised parties, directly or indirectly, without prior written consent. Our methodology is copyright to Newgate Research, 2017.
2
3
Executive summary4
Introduction7
Consultation Workshops10
Workshop One 12
Workshop Two 13
Workshop Three 14
Workshop Four 15
Pop-ups 16
Bay Street Pop-up 17
Piers Festival Pop-up 19
Station Pier Redevelopment Survey21
Next Steps 38
Contact details40
CONTENTS
3
EXECUTIVE SUMMARY
5
EXECUTIVE SUMMARY
The survey findings were echoed in the pop-up findings relating to
future activation. In both sessions participants ranked having an
observation platform or restaurant at the end of the pier strongly
indicating the community are keen to increase their interaction with
the pier itself.
Beyond their own interactions with Station Pier, survey
respondents showed support for increased visitor numbers to
the pier. 44% of respondents were happy with more visitors, 47%
were wanted the same or didn’t mind and only 6% wanted fewer.
These results were echoed in workshops and pop-ups in which
participants felt keeping Station Pier as a working port was
important and showed concern that it be a positive and viable
gateway to Melbourne.
In the survey, when asked what increased visitors would bring in
terms of challenges and benefits the top three response (in order)
were increased congestion, create more jobs and bring money
to the area and it would enhance community spirit and pride. In
workshops, participants consistently ranked traffic congestion and
parking as their top concerns though they also talked about the
vibrancy and activation that the pier contributed to Port Melbourne
and the historical importance of the pier as a working port.
Traffic congestion was the top concern in the Port Melbourne
community. This is issue has a multiple manifestations for locals.
The most stated was congestion from cars queueing when the Spirit
of Tasmania is docking. At docking time traffic frequently banks up a
substantial distance along Waterfront Place and Beach Street. Most
participants felt that the new queueing lane had improved
congestion however a small but vocal minority felt the new lane had
made the situation worse.
Other forms of congestion also impacted Waterfront Place.
Although not mentioned as often, pedestrian congestion from cruise
ships was also a major concern for residents, particularly when
large numbers of cruise passengers prevented locals from boarding
the 109 tram.
This report presents the findings from the community consultation
conducted by Newgate Australia from August to October 2018. The
consultation included four consultation workshops, two pop-up
engagements, a community consultation survey and leaflet drop to all
Port Melbourne residents.
The objective of the consultation was to understand community views
on the current operation of Station Pier in Port Melbourne and collect
ideas from the community on future activation of the pier and
surrounding area. This information will be used to inform the business
case for the Station Pier Redevelopment Project.
74 local community members engaged in the workshops, over 200
across the two pop-ups, 141 completed the consultation survey and
10,000 leaflets were circulated in Port Melbourne. Those that
participated were a mixture of residents, traders, local council
representatives and other community representative stakeholders and
leaders.
Key findings from the workshops, pop-ups and survey are as follows:
The consultation found that people have a strong emotional
connection to Station Pier both as a working port and as a major
historical landmark for Melbourne. Over the last 160 years, Station
Pier has become the working heart of Port Melbourne. Hundreds of
thousands of Victorians first arrived in Australia on Station Pier,
thousands of soldiers were sent to war from Station Pier (some never to
return) and it is a vital ground link to Tasmania through the TT line. In
recent years Station Pier has become Melbourne’s maritime gateway,
welcoming 280,000 cruise visitors last year alone.
The survey showed respondents go to Station Pier for a variety of
reasons. Primarily respondents said they went to the pier to socialise
with friends and family and to relax. When at Station Pier people went to
cafes or restaurants, go for walks (often with their dogs) and sight see.
People showed a strong intent to go to Station Pier again in the future.
5
6
EXECUTIVE SUMMARY CONT.Fumes from docking vessels rated highly among residents living in
the apartments directly adjacent to the pier however this issue was
not mentioned beyond the adjacent neighbours. When informed
about the impending introduction of low sulphur fuels the
overwhelming majority of adjacent neighbours were satisfied that
action was being taken.
During the workshops and pop-ups, participant suggestions for
the pier focused on pop-up or semi-permanent activities during
the off season. Ideas included theatre, film screenings, art shows,
musical performances and other arts and cultural experiences.
There was interest in also catering for health and recreation activities
with some participants suggesting having health or yoga classes on
the pier. The survey identified a large group of people who went
for walks (often with their dogs) on the pier.
Strong theme that came through particularly in the survey, was
the desire for more and better food and beverage options on
Waterfront Place. Although the land on Waterfront Place is no
longer managed by VPCM, this wasn’t widely known or understood
by participants and there was a strong desire for the restaurant and
cafes to be improved. People stated that they were too expensive
and didn’t cater to locals.
Across all engagements the community showed a concern for the
current state of the pier. They were concerned about its future
viability, the impression it made on visitors. At the Piers Festival Pop-
up the highest current issue was that the ‘heritage building is run
down’.
That said, when asked in the survey if they would recommend visiting
the pier over 60% said they would.
Those engaged during this round of consultation are supportive of
Station Pier and happy to see it continue to grow. The challenge
during redevelopment will be finding ways to lighten any burdens on
the community while maximizing benefits the pier provides.
The pedestrian and vehicle congestion was also felt to be
worsened by the lack of a taxi/ ridesharing pick up/drop off area.
Participants said this meant cruise passengers walk along Waterfront
Place and Beach Street to hail a ride. As a result of the congestion,
there was a desire to see improved public transport to/from
Station Pier for both passengers and local people.
Parking was the next most mentioned issue after congestion. The
lack of parking, and lack of free parking, were a major issue for
participants. Many said that they didn’t go down to Waterfront Place
(particularly in the summer cruise season) due to the lack of available
parking.
Participants were concerned about the specific lack of parking for the
community on Waterfront Place (both in and out of cruise season) and
they were concerned about inadequate parking for cruise and ferry
passengers. The lack of parking for ferry passengers created a further
issue for Beacon Cove residents as many said that caravans parked in
their streets reducing available spots for local residents.
The solution to parking issues saw strong disagreement. During
workshops, while most acknowledged a lack of parking spaces
available, they also noted their opposition to new parking being
constructed. This opposition was also seen in the pop-ups and survey.
There was some agreement that an underground multistorey carpark,
with greenspace above for community use may be appropriate.
During the workshops, an unanticipated issue was access to the
pier. Participants said since 9/11, increased security on the pier
meant it was much harder to access. This lack of access/perceived
lack of access was highest among shorter term residents. Popular
ideas during the pop-ups were having either a restaurant or viewing
area at the end of the pier.
Many also noted the lack of signage explaining when they can access
the pier and that the entry was unwelcoming.
6
INTRODUCTIONBackground, objectives and
methodology
PROJECT BACKGROUND AND OBJECTIVES
8
Newgate Engage were commissioned by the Victorian Ports Corporation (Melbourne) to develop and implement a
series of community consultation workshops to inform the business case for their redevelopment of Station Pier.
The work also included the review and update of the project’s draft Stakeholder Engagement and Communications Plan and the
design and implementation of a ‘best practice’ issues management system.
These proposed services will provide the community consultation required to being to deliver the Station Pier Redevelopment
Project.
This report details the engagement activities undertaken as well as findings from research with people living within the local areas
and community group representatives.
COMMUNITY CONSULTATION PROGRAM
9
Newgate successfully implemented a community consultation program between 8th August and 14th October 2018. The
extensive program included a range of engagement activities aimed at gathering community feedback and promoting a 15-
minute online survey to the general public. The specific engagement activities undertaken are noted below.
Four community consultation
workshops attended by 74 local
residents, traders, community
leaders and community
representative stakeholders.
Two community pop-ups. One
at Bay Street Port Melbourne and
the other at the Piers Festival,
Station Pier engaging over 200
local residents and traders.
Circulated a community survey on
the redevelopment of Station Pier
completed by 141 local residents,
workers, traders and visitors.
Circulated 10,000 leaflets to
Port Melbourne residents with
information regarding the survey
and Pop-up events.
COMMUNITY CONSULTATION WORKSHOPS Mr Hobson, Port Melbourne
August - September 2018
11
CONSULTATION WORKSHOPS
TRADERSThere were approximately 10 traders and business owners* from
a variety of industries, including:
*exact numbers are likely to be higher as many participants who identified as
residents were likely also sole traders/small business owners.
11
• A Port Production
• Baystyle Bodies
• Beacon Town Planning
• Elegant Slax
• iCut Hair
• Port Places
• The Tipsy Cow
• Three Four Knock On The Door
Newgate conducted four workshops with a total of 74 community
representatives and stakeholders in August-September 2018. All
workshops were held at Mr Hobson’s on following dates;
Workshop 1: 8th August 2018 – 7am-9am (25 attendees)
Workshop 2: 22nd August – 10am-12am (19 attendees)
Workshop 3: 12th September – 3pm-5pm (12 attendees)
Workshop 4: 26th September – 6pm-8pm (18 attendees)
LOCAL GOVERNMENT The following City of Port Phillip representatives attended
workshops:• Three Councillors (all Councillors were invited)
• Port Phillip Mayor Cr Bernadene Voss
• Two senior council staff
GROUPS AND ORGANISATIONS There were a total of 14 groups or organisations represented at the
workshops including:
There were varied areas of focus with each workshop but across the four key
themes emerged. As is evident with attendee numbers and demographics, sessions held
in the morning or evening were preferred to daytime sessions (however some participants
were only available during these times) and the most represented group of participants
was older usually retired residents.
WHO ATTENDED WORKSHOPS
51%
49%
FEMALE MALE
• Albert Park College (staff,
students and parents)
• Beacon Cove Neighborhood
Association
• Fishermans Bend Business
Forum
• Fishermans Bend Network
• Gasworks Arts Park
• Port Melbourne Business
Association
• Port Melbourne Historical Society
• Port Melbourne Primary Parents
and Friends
• Port Melbourne Yacht Club
• Port People
• Port Phillip Alliance for
Sustainability
• Port Phillip Bicycle Users Group
• Port Phillip EcoCentre
• Waterfront Welcomers
12
CONSULTATION WORKSHOP ONE
Beyond the transport related issues the key concern held across all
the table groups was that there was a lack of access to the pier.
Most participants were unaware that they could access the pier when
ships aren’t docking and very few had been on the pier itself recently.
Participants had strong positive feelings toward Station Pier as a
working port. Most people liked seeing the boats coming and going
and identified the Spirit of Tasmania as a particular favourite.
Contested Issues
Some participants stated their opposition to the placement of the
heritage crane on the finger wharf and felt it should be remove as it
was ‘ugly’ and can’t be climbed. Others felt it was an important part of
the port’s history.
FUTURE ACTIVATION
Majority Ideas
Participants were keen to see more pop-up activities held on the
pier (similar to the existing Piers Festival) including an Outdoor
Cinema or Theatre. Participants also liked the idea of markets on the
pier and specificly identified ‘Tastes of Tassie’ as a possible area to
explore.
Participants had a strong pride in the role that Station Pier and Port
Melbourne played in the development and settlement of Melbourne
and wanted further attempts made to recognize the historical
significance of the pier.
Contested Ideas
The was division on the idea of extending the tram onto the pier.
Some participants felt it necessary for future activation andimproved
pedestrian movement efficiencies (including the BCNA
representatives) whereas others felt it was unnecessary.
Minority Ideas
There was limited support shown for Singapore-style water shows
and pop-up ice skating at the pier.
Newgate conducted workshop one on the 8th of August 2018
between 7am-9am. 25 people attended the first workshop with
participants a mixture of residents (predominately invited by
the Beacon Cove Neighbourhood Association), traders
(predominately invited by the Port Melbourne Business
Association) and two staff members from the City of Port
Phillip.
The discussion among the groups was varied but did focus around
identifiable key themes.
CURRENT SITUATION
Majority Issues
The top issue raised by the community at the first workshop were
the interlinked issues regarding traffic congestion and parking.
There was consistent discontent regarding the heavy traffic
congestion during docking of the Spirit of Tasmania with the traffic
banking up to the roundabout at the intersection of Marine Parade,
Waterfront Place, Princes Street and Beach Street. Although many
participants felts that the traffic had improved since the introduction
of Station Pier dedicated queueing lane this was not a universally
held view.
Followed closely behind the issue of traffic congestion was the
issue with parking. Participants stated that there wasn’t enough
parking on Waterfront Place, that parking became very difficult
during cruise season and during Spirit of Tasmania docking. There
were also complaints that there is very limited free parking near the
pier, most of which is located in surrounding suburban streets
(Beach Street and beyond), and that this parking is often taken by
tourists.
A lesser concern but one shared by many participants was the
overloading of the route 109 tram when cruise passengers arrive at
Station Pier.
12
13
CONSULTATION WORKSHOP TWO
FUTURE ACTIVATION
Majority Ideas
Although not a specific activation idea, many participants in this
session said the master planning for the precinct needed to be
improved and that VPCM, council and other government
agencies must work together. They felt that area adjacent to the
waterfront could be a vibrant “entrance” to Melbourne.
Participants said that some form of guaranteed and permanent
access to the pier was a must to ensure activation of the
waterfront. They said that people needed a really good viewing
area to see docking cruise ships and the Spirit.
There was support for pop-up activation of the pier and also a
suggestion of extending the tram onto the pier and moving the
Spirit to Webb Dock to increase future pier capacity for cruise
ships.
Albert Park College Ideas
Albert Park College representatives provided a rundown of their
current school operations which sees approximately 250 students
walk or cycle between their Bay Street campus and the Princes
Pier Gatehouse which they lease.
They were very interested in looking at ways they could utilise
Station Pier not just as an additional teaching space, due to their
growing size, but also as a place to specifically teach classes
relating to the environmental and marine science, catering and
hospitality, and Victorian history and immigration.
Newgate conducted workshop two on the 21st of August 2018
between 10am-12pm. 19 people attended the second workshop
with participants a mixture of residents (predominately invited
by the Beacon Cove Neighbourhood Association), Albert Park
College representatives, Fishermans Bend Business Forum
representative and two Councillors from the City of Port Phillip.
CURRENT SITUATION
Majority Issues
The top issues raised by the community at the second workshop, as
at the first, were the interlinked issues regarding traffic congestion
and parking, with access coming up in third place.
Participants in this session specifically noted the impact of tourist
caravans as the key issue for local parking. Local residents said that
caravans frequently parked around the Beacon Cove area, due to the
free parking, and took spots away from local residents. Some
participants said this lead to litter and noise issues from the caravans
users.
Albert Park College representatives were concerned about the safety
of the Bay Trail due to its conflict with cars and cyclists on
Waterfront Place.
Issue for Adjacent Neighbours: Diesel Fumes
A major issue noted by residents in the apartment blocks directly
adjacent the pier was the fumes from docking vessels. All
participants in the adjacent apartments complained of the fumes
noting they couldn’t use their balconies and were constantly required
to perform additional cleaning due to soot.
Once informed of the impending introduction of low sulphur fuels the
overwhelming majority of adjacent neighbours were satisfied that
action was being taken.
13
14
CONSULTATION WORKSHOP THREE
Newgate conducted workshop three on the 12th of September 2018 between
3pm-5pm. 12 people attended the third workshop with participants a
mixture of residents, Waterfront Welcomers, a Port Melbourne Primary
Parents and Friends representative, local environmentalists, Port
Melbourne Historical Society and the Mayor of Port Phillip.
CURRENT SITUATION
Majority Issues
The top issues raised by the community at the third workshop were once again
traffic congestion and parking. Other issues raised were pier access (some
felt the new regulations were over the top), fumes from docking ships (only
mentioned by those living adjacent to pier), congestion on Waterfront Place
when large numbers of cruise passengers are arriving/departing.
Contested Issues
A number of participants were concerned that Station Pier/Waterfront Place
was not a welcoming place for cruise passengers. They said that it had a ‘bad
visual impact’, wasn’t ‘beautiful’ and that it lacked a central gathering area for
passengers and locals. While not a universal view; a few participants (some who
said they’d been on cruises recently) said that it wasn’t much better or worse than
comparable cities and that cruise terminals were often unpleasant places; poor
visual amenity rated highly among participants.
FUTURE ACTIVATION
Majority Ideas
The historical society and environmentalist participants were interested in having
more historical information and programs on the pier. Across the workshops,
there was interest in the unique role that Station Pier has play in the immigration
story of Melbourne and Victoria. Participants suggested ways to incorporate this
history into Station Pier and its redevelopment ranged from a historical photo
display to a history museum. Elements for inclusion in the historical recognition
were the immigration history, war time history and local indigenous history. The
immigration part of the pier’s history was the key area participants want
focused on.
14
“Station Pier is a seasonal place,
and it is ‘our place’ in the winter.”
- Port Melbourne resident
15
CONSULTATION WORKSHOP FOUR
Newgate conducted workshop four on the 26th of September
2018 between 6pm-8pm. 18 people attended the fourth and final
workshop with participants a mixture of residents, local
environmentalists (Port Phillip Baykeeper), Port People and Gas
Works Arts Park.
CURRENT SITUATION
Majority Issues
Once again traffic congestion and parking remained the top issues
discussed by the groups.
This final group were much angrier than previous groups and were
very unhappy with the planning and consultation processes to date.
They showed significant scepticism toward attempts by VPCM and
council in recent times to alleviate the traffic and parking issues in the
area.
Participants were concerned that the port remain operational and
were keen to see necessary work be undertaken in order to
accommodate larger vessels (particularly the Spirit of Tasmania but
also cruise ships).
FUTURE ACTIVATION
Majority Ideas
General acceptance of pop-up activation came through strongly in
the survey. Participants highlighted dissatisfaction with the current
cafés and restaurants on Waterfront Place. People felt that the
restaurants on Waterfront Place didn’t cater for locals, were
overpriced and poor quality. Although this issue doesn’t directly
related to Station Pier, it is an issue of concern due to the
perception that the restaurants are VPCM tenants on public land.
15
CONSULTATION POP-UPSBay Street, Port Melbourne
22 September 2018
Piers Festival, Station Pier
6 October 2018
17
CONSULTATION POP-UPS
17
BAY STREET POP-UP – SATURDAY, 22 SEPTEMBER
12
10
9
7
5
5
4
4
4
4
3
2
0
Poor Quality Restaurants and…
No Taxi/Uber Rank For…
Traffic When Spirit Is Docking
Building Is Run Down
Lack Of Parking Near Pier
Parked Caravans Block Street
Fumes From Cruise Ships
Lack Of Grass On Foreshore
Tram Stop Too Far From Pier
Bike Path/Car Conflict
No Access To Pier During…
No Passenger’s Waiting Area
Water Pollution From Boats
CURRENT ISSUES
Pop up participant additional suggestions:
• Retain Historical Buildings
• Move Spirit away (because of traffic)
• Better signage
• Keep Spirit (because of public transport)
• Not inviting due to lack of restaurants
Over 50 People
Engaged
The Bay Street Pop-up ran from 9am-1pm.
Newgate and VPCM engaged with community members asking them to
assign their ‘top 3’ issues and their ‘top 3’ future ideas based on a
suggested list created from feedback at the workshops. A map was also
provided so community members could specifically indicate issue areas.
18
CONSULTATION POP-UPS
18
BAY STREET POP-UP – SATURDAY, 22 SEPTEMBER
14
11
10
10
10
8
6
6
6
4
4
3
3
2
2
2
2
1
1
1
1
0
1
3
Observation Area At End Of Pier
Restaurant At End Of Pier
‘Tastes Of Tassie’ Food Stalls
Fish Market
Historical Photo Display
24/7 Access To Pier
Pier History Museum
Outdoor Cinema
Extend Tram Back Onto Pier
Pop-Up Theatre
Upgraded Bike Path
Foreshore Arts Trail
Re-open Princes Pier
Open Freight Yard To Parking
Multi-Storey Parking Lot
Improved Signage
More green space
Pop-Up Ice-Skating
School Group History Tours
Singapore-Style Water Shows
Offsite Parking
Space For Local Schools
FUTURE ACTIVATION
Pop up participant additional
suggestions:
• Noodle Markets
• Better signage
• More colourful planting
Participants also noted their opposition (1 to
outdoor cinema and 3 to the multi-storey parking
lot).
Over 50 People
Engaged
The Bay Street Pop-up ran from 9am-1pm.
Newgate and VPCM engaged with community members asking them to
assign their ‘top 3’ issues and their ‘top 3’ future ideas based on a suggested
list created from feedback at the workshops. A map was also provided so
community members could specifically indicate issue areas.
19
17
13
11
11
10
9
9
7
6
6
6
5
5
5
3
3
3
3
Heritage Building Is Run Down
Traffic When Spirit Is Docking
Poor Quality Cafes/Restaurants
Caravans Lack Parking & Block…
Lack Of Parking Near Pier
No Passenger’s Waiting Area
Fumes From Cruise Ships
No Taxi/Uber Rank For…
Water Pollution From Boats
Pier Overshadowed By High-Rise
Bike Path/Car Conflict
No Access To Pier During…
Lack Of Grass On Foreshore
Tram Stop Too Far From Pier
Lack Of Signage
No Mid-Range Food Options
Need Free Wi-Fi
Station Pier Very Ugly
CURRENT ISSUES
CONSULTATION POP-UPS
19
PIERS FESTIVAL 2018 – SATURDAY, 6 OCTOBER
Over 150 People
Engaged
The Piers Festival ran from 11:30am-4pm and followed a similar
format to the previous pop-up consultation.
Newgate and VPCM engaged with community members asking
them to assign their ‘top 3’ issues and their ‘top 3’ future ideas
based on a suggested list created from feedback at the workshops.
. A map was again provided so community members could
specifically indicate issue areas.
20
CONSULTATION POP-UPS
20
PIERS FESTIVAL 2018 CONT.
Over 150 People
Engaged
The Piers Festival ran from 11:30am-4pm and followed a similar
format to the previous pop-up consultation.
Newgate and VPCM engaged with community members asking
them to assign their ‘top 3’ issues and their ‘top 3’ future ideas
based on a suggested list created from feedback at the
workshops. . A map was again provided so community
members could specifically indicate issue areas.
Participants also noted their opposition (6 to the multi-storey
parking lot and 1 to the Singapore-Style Water Show).
17
16
15
15
14
12
10
9
8
8
7
7
5
5
5
4
3
3
2
2
1
1
6
1
Historical Photo Display
Pier History Museum
Restaurant At End Of Pier
More Open/Green Space
Observation Area At End Of Pier
Upgraded Bike Path
Outdoor Cinema
School Group History Tours
‘Tastes Of Tassie’ Food Stalls
Turn Freight Yard Into Park
Extend Tram Back Onto Pier
Foreshore Art Trail
Space For Local Schools
Improved Signage
Pop-Up Ice-Skating
Pop-Up Theatre
Offsite Parking
Fish Market
Multi-Storey Parking Lot
24/7 Access To Pier
Singapore-Style Water Shows
Open Freight Yard To Parking
FUTURE ACTIVATION
STATION PIER REDEVELOPMENTCONSULTATION SURVEY RESULTS
2222
RESEARCH METHODOLOGY
The following findings are based on an online survey
administered by Newgate Research as part of the Station
Pier redevelopment engagement process.
Participants were recruited via engagement workshops,
on-site activations and postcards delivered to the
mailboxes of local residents. The survey ran between 12
Sep and 14 Oct 2018, with a final sample of n=141 local
residents, workers and business owners/managers, as
well as non-local visitors to Station Pier and its immediate
surrounds.
Participants completed the survey either in their own time,
or via guided intercept interviews at engagement ‘pop-
ups’. People were also encouraged to forward the survey
link to their personal and professional networks, with
additional promotional support from the Beacon Cove
Neighbourhood Association and the Port Melbourne
Historical Society.
Due to the overall objectives of the research to underpin
the engagement process, no quotas were set for
demographic or socioeconomic traits. Similarly, no
weighting has been applied to ‘correct’ for sampling bias,
as the results are intended to reflect the views of
participants who have chosen to take part – rather than a
statistically representative sample of the population.
2323
Live in the
local areaWork in the
local area
Own or manage a
business in the
local area
Non-locals who
have visited Station
Pier in the past
84% 6% 12%6%
PARTICIPANT PROFILE
55% men
45% women
S1. What is your gender? Base: All respondents (n=141)S2. Which of these age groups are you in? Base: All respondents (n=141)S4. Which of the following best describes you? Base: All respondents (n=141); multiple choice response e.g. participant able to identify with both living and working in local area near Station Pier
Of our 141 survey participants…
3% 18 – 34yrs
29% 35 – 54yrs
60% 55 – 74yrs
9% 75yrs and over
…most were residents from the local area.
We had an almost even
gender split…
The majority were aged 55+…
2424
18% of the local community participants have
recently attended a community consultation
event about Station Pier run by VPCM
LOCAL COMMUNITY PARTICIPANTS
3% less than 12 months
24% 1 – 5 years
17% 5 – 9 years
27% 10 – 19 years
29% 20+ years
2 Professional scientific and technical
services
1 Accommodation and food services
1 Rental hiring and real estate services
1 Retail trade
3 Other
S7. Have you recently attended a community consultation event about Station Pier run by VPCM? Base: Respondents who are local community (n=124)D1. How long have you lived in the local area? Base: Respondents who are local residents (n=119)D4. Which industry best describes the business you own or manage? Base: Respondents who are local business owners or managers (n=8)
The ‘local community’ referenced throughout this report includes those who
live in the local area, work there, and/or manage or own a business there
The 119 local resident participants… The 8 local business participants came
from a variety of industries...were largely longer-term residents
92% speak English only at home
8% prefer to speak a language other
than English at home
...and mostly spoke only English
25
0
1
17
28
32
23
Never heard of it before
Have heard of it but don't knowanything about it
Know a little about it
Know a fair bit about it
Know quite a bit about it
Know a lot about it
How much do you feel you know about Station Pier? (%)
25
KNOWLEDGE OF STATION PIER
Most people who participated in this survey felt that they at least knew
a fair bit about Station Pier, with almost a quarter of participants (23%)
feeling that they know a lot about it. Unsurprisingly, the people who
visited the area at least once a week in the last 12 months are most
likely to feel they know a lot about Station Pier (39%).
There were no statistically significant differences between different
participant sub-groups in terms of self-rated knowledge of Station Pier.
S3. How much do you feel you know about Station Pier? Base: All respondents (n=141)
2626
VISITING STATION PIER – FREQUENCY & ACTIVITIES
Q1. In the last 12 months, approximately how often have you visited Station Pier, if at all? Base: All respondents (n=141)Q2. What did you do on your visit/s to Station Pier in the last 12 months? Base: Respondents who visited in the last 12 months (n=137)
3 4 18 12 22 10 30
In the last 12 months, approximately how often have you visited Station Pier, if at all? (%)
Not in thelast 12 months
Once Severaltimes
Oncea month
Several timesa month
Oncea week
Several timesa week
58
53
19
17
14
10
3
41
Went to a restaurant / bar
Sight-seeing
Attended a community event orfestival
Welcomed / sent off a passenger ona ferry, cruise ship or other vessel
Attended a function
I was a passenger on a ferry, cruiseship or other vessel
Worked at a community event orfestival there
Some other reason
What did you do on your visit/s to Station Pier in the last 12 months? (%)
Local community participants tended to visit Station
Pier the most often – with almost half (45%) visiting at
least once a week. One in five participants who visited
the Pier to attend special events or occasions went
either once or several times a month, highlighting that
the Pier maintains some draw as an events location.
Going to a restaurant or bar was the most commonly
reported activity or reason for visiting. Notably, 67% of
people who wanted to go somewhere local and/or
convenient went to a restaurant or bar on Station Pier.
This underlines the status of the Pier as a ‘community
space’, and represents potential for the Pier to
become a thriving local dining or events scene.
The other key reasons people cited for visiting (41%)
were dominated by references to walking and
exercising, often with dogs – further highlighting the
Pier as a local space for the community.
27
58
57
54
39
21
21
18
12
12
10
4
1
1
15
To relax and recharge / escape stress
To socialise with family or friends
To go somewhere convenient / local
To connect with the heritage or history of the pier
To attend a special occasion or event
To support my community
To access a cruise ship or ferry (e.g. Spirit of Tasmania)
To find inspiration
To give my child/ren something to do
To experience or learn something new
To check out a recommendation
I work there
None of the above
Some other reason
Top reasons or motivations to go to Station Pier (%)
27
VISITING STATION PIER – INTRINSIC MOTIVATIONS
Q4. Thinking about your visit/s to Station Pier in the last 12 months, please select all of the following reasons or motivations for your visit/s. Base: All respondents
The top three reasons or motivations to go
to Station Pier for over half the survey
participants were: to relax and
recharge/escape stress (58%); to socialise
with family or friends (57%); and to go
somewhere convenient/local (54%). Indeed,
more than 60% of participants who visit
Station Pier at least once a week said they
visited for one of these three reasons.
Meanwhile, a mid-level theme that emerged
here and in subsequent response pointed to
the heritage and history of Station Pier as a
drawcard, particularly for those seeking
inspiration (63% vs. 39% overall).
2828
VISITING STATION PIER – PERCEPTIONS & COMPANIONS
Q3. Thinking about your visit/s to Station Pier in the last 12 months, who were you there with? Base: All respondents who visited Station Pier in the last 12 months (n=137)Q5. How likely would you be to recommend visiting Station Pier to family, friends or colleagues? Base: All respondents (n=141)
Participants were accompanied by a
variety of companions on their visits
61% Partner / spouse
47% Friend/s
34% No one – I went on my own
28% Other family members (e.g.
parents, siblings)
18% Children
18 20 34 26 2
How likely would you be to recommend visiting Station Pier to family, friends or colleagues? (%)
0 - 4 (Unlikely) 5 - 6 7 - 8 9 - 10 (Likely) Don't know
The majority of participants said they were very
likely to recommend visiting Station Pier to others,
with 60% providing a rating of 7 or more out of 10
on likelihood to recommend. Those who felt they
know a lot about the Station Pier and who visited
at least once a week were more likely to
recommend visiting, highlighting the potential for
these visitors to act as ‘ambassadors’ for the Pier.
People who visited Station Pier were most likely to
have been there with their spouse or partner –
particularly true for those under 64 years old.
Women were roughly twice as likely as men to go
to Station Pier with their friends (63% vs 35%).
People who were 65 years of age or older were the
most likely to visit Station Pier alone, with close to
half of that age cohort (43%) going on their own.
29
55
52
50
35
24
21
20
16
13
11
5
24
To relax and recharge / escape stress
To socialise with family or friends
To go somewhere convenient / local
To connect with the heritage or history of the pier
To support my community
To attend a special occasion or event
To access a cruise ship or ferry (e.g. Spirit of Tasmania)
To give my child/ren something to do
To find inspiration
To experience or learn something new
To check out a recommendation
Some other reason
Top reasons to go to Station Pier (in the next three months) (%)
29
VISITING STATION PIER – FUTURE VISITS
Q7. How likely are you to visit Station Pier in the next three months? Base: All respondents (n=141)Q8. What would you go there for? Base: All respondents (n=141)
9 9 17 63 2
How likely are you to visit Station Pier in the next three months? (%)
0 - 4 (Unlikely) 5 - 6 7 - 8 9 - 10 (Likely) Don't know
Four in five participants said they were very
likely to visit Station Pier in the next three
months (80% provided a rating of 7+ out of 10)
– even more so among local residents (85%).
Though relaxing / recharging was the top
reason overall for future visits to Station Pier
(55%), over half those in the local community
would go to socialise with family / friends or to
go somewhere convenient / local (both 56%,
vs. 52% and 50% overall). This was even
more true for those who visited the Pier at
least once a week – 74% would go to socialise
and 72% would go because it was local.
3030
PERCEPTIONS OF STATION PIER: IN THEIR OWN WORDS
Q6. What makes you feel that way? Base: Respondents who are local community
“ I only really go there because it’s
close and on the way to other places.
There’s not a lot that draws us there, it’s
very tired and unsightly. The restaurants
aren’t as good as they used to be. ”
“ It is a fascinating part of
Melbourne's history and I want my
grandchildren to appreciate it. ”
“ I am ashamed of condition of the pier
and the overall appearance of the
international gateway to the beautiful
city of Melbourne. It’s an
embarrassment compared with other
terminals in the world ”
“ It is always interesting to see ships
and the people who are around the
Pier. There is a great view of the Bay. ”
The above word cloud is drawn from the most frequently mentioned words in
answer to Q6. As written responses were a mixture of positive, negative and
neutral, the size of each word should be seen as a measure of importance,
not of positive or negative association.
3131
LOCAL ATTITUDES TOWARDS VISITORS
Q9. Would you like to see more, the same, or fewer visitors to Station Pier and the local area? Base: Respondents who are local community (n=124)
The vast majority of local community participants (90%) felt neutral or positive to an increase in visitation to the Pier and
the local area – including 26% who wanted ‘a lot more’ visitors. Only 6% of local community participants said they would
like to see fewer visitors, including 3% who wanted ‘a lot fewer’ visitors.
There were no statistically significant differences between different sub-groups of the community in neutral or positive
sentiment regarding visitors. Those who wanted fewer visitors were more likely to be men (11% vs. 2% of women) and
those who have lived in the area for 20 years or more (15% vs. 2% of those who have not lived there as long).
26
18
34
13
3
3
3
A lot more visitors
Somewhat more visitors
About the same number of visitors
Don't really mind either way
Somewhat fewer visitors
A lot fewer visitors
Not sure
Would you like to see more, the same, or fewer visitors to Station Pier and the local area? (%)
36
47
44
NET (%)
More visitors
Neutral
Fewer visitors
Not sure
3232
LOCAL PERCEPTIONS OF INCREASED VISITATION
Q10. Some people have suggested that an increase in visitors could bring the following benefits and challenges. Please read through the list and select up to three that you feel most strongly about. Base: Respondents who are local community (n=124)
60
52
52
24
18
6
4
15
It would create congestion in the area
It would create jobs and bring money into the area
It would help to enhance community spirit and pride
It would make it a more enjoyable place to live / work
It would damage the character of the area
It would encourage crime / make the area less safe
None of the above - an increase in visitors would not make anoticeable difference
Something else
Benefits and challenges of more visitors to Station Pier – Top three issues (%)
Benefit
Challenge
Neutral
3333
LOCAL PERCEPTIONS OF INCREASED VISITATION CONT’D
Q10. Some people have suggested that an increase in visitors could bring the following benefits and challenges. Please read through the list and select up to three that you feel most strongly about. Base: Respondents who are local community (n=124)
When prompted with a balanced list of potential benefits and challenges associated with an increase in visitors to the
area, 60% of local community participants chose congestion as one of their top three issues. There were no statistically
significant differences among the community – though those who have lived in the area for 20 years or more prioritised
the potential benefit of enhancing community spirit (71% vs. 56% for congestion), male participants prioritised the benefit
of creating jobs (64% vs. 61% for congestion), and those who wanted more visitors in the area placed this challenge
below the top three overall benefits (see below).
This overall concern was followed closely by the potential benefits of bringing jobs into the area and helping to enhance
community spirit (both 52%). Indeed, those who wanted to see more visitors in the local area ranked these benefits
highly, at 74% and 72% placing them in their top three, respectively. These results suggest that despite the primary
concern of congestion, the local community largely understood and embraced the potential benefits of increased
visitation – with nett 69% total prioritising these benefits over congestion concerns (60%).
3434
REACTIONS TO REDEVELOPMENT CONCEPTS
Q11. Some people have suggested the following changes to Station Pier. Please read through the list and select up to three ideas that you would support the most, if any. Base: All respondents (n=141)Q12. Looking at the same list, please select up to three ideas that would oppose the most, if any. Base: All respondents (n=141)
43
40
40
33
29
23
23
21
13
0
18
A greater variety of restaurants andcafes
More frequent public transportconnections
Historical or heritage tours / talks
Community festivals or events
More parking facilities nearby
Food and wine events
Visual arts or sculpture exhibits
Family-friendly activities or events
Musical or other creative performances
None of the above
Something else
8
3
3
10
24
9
11
3
16
49
9
A greater variety of restaurants and cafes
More frequent public transport connections
Historical or heritage tours / talks
Community festivals or events
More parking facilities nearby
Food and wine events
Visual arts or sculpture exhibits
Family-friendly activities or events
Musical or other creative performances
None of the above
Something else
A greater variety of restaurants and cafes
More frequent public transport connections
Historical or heritage tours / talks
Community festivals or events
More parking facilities nearby
Food and wine events
Visual arts or sculpture exhibits
Family-friendly activities or events
Musical or other creative performances
Support / Oppose none of the above
Something else
Oppose Support
Potential changes to Station Pier – Top three proposals (%)
3535
REACTIONS TO REDEVELOPMENT CONCEPTS CONT’D
Q11. Some people have suggested the following changes to Station Pier. Please read through the list and select up to three ideas that you would support the most, if any. Base: All respondents (n=141)Q12. Looking at the same list, please select up to three ideas that would oppose the most, if any. Base: All respondents (n=141)
When considering potential changes to Station
Pier, participants were most supportive of a greater
variety of restaurants and cafes, more frequent
public transport connections, historical tours / talks,
community festivals / events, and more parking
facilities nearby – with 43%, 40%, 40%, 33% and
29% respectively ranking these in their top three.
Those who speak only English at home were more
likely to value historical tours / talks (43% vs. 10%
of those who speak another language at home),
women were more likely to value community events
(45% vs. 22% men), older participants were more
likely to value more parking facilities (nett 35% of
those aged 55 years or older vs. 16% of those
younger than 55 years).
There were lower levels of opposition to most ideas – including half (49%) who did not oppose any proposed idea at all.
However, parking appears to be a polarising issue – the proportion of participants who rated more parking facilities as one
of the top three ideas they opposed was nearly on par with support (24% vs. 29%). This was followed in overall opposition
by performances (16%), exhibits (11%) and events (10%), with participant verbatim suggesting these related to concerns
regarding potential congestion, noise and anti-social behavior.
Men in particular were more likely than women to oppose ‘cultural’ proposals (23% men vs. 8% women for performances,
16% vs. 5% for exhibitions, and 16% vs. 3% for festivals). Those who would like fewer or at least the same number of
visitors were more likely to oppose more parking facilities (nett 34% vs. 15% of those want more visitors) and musical /
creative performances (32% vs. 4%)
3636
IMPROVING STATION PIER – IN THEIR OWN WORDS
Q13. VPCM wants to explore ways to improve Station Pier: To better meet the needs of local residents; To stimulate economic activity for local businesses; To improve the efficiency of cruise and ferry operations; and To improve the experience for visitors. If you were in charge of improving Station Pier, what would you do? Base: All respondents (n=141)
“ More trams on while tour boats are in port.”
“ Clean up the pier. It is shabby, dirty and
disgraceful. Compared to cruise ship terminals
around the wall, ours is a disgrace.”
“ Develop a long-term parking area (for cruise
ship and Spirit travellers) so they don't need to
park in the surrounding streets. ”
“ This area has such appeal and a special character (that
no other area in Melbourne has) because of the ships and the
Pier. It is the life and soul of this area. It just needs a bit of
an uplift/upgrade to make it look nicer for when our visitors
land, with some clever planning, a nice design and
management. ”
“ More visual art and sculptures - possibly
in line with the heritage/ history of the area,
with a modern delivery. ”
“ Remove traffic congestion and ensure
that immediate access can be made to
Station Pier for emergency services. ”The above word cloud is drawn from the most frequently mentioned words in
answer to Q13. As written responses were a mixture of positive, negative and
neutral, the size of each word should be seen as a measure of importance,
not of positive or negative association.
37
55
39
35
27
27
25
20
18
13
13
11
8
7
9
2
Flyer or brochure in your mail box
Community magazine or newsletter
VPCM website
Community forums, meetings or workshops
VPCM newsletter
Online or social media advertising
Local events website or blog
Information booths at local events
Newspaper or magazine advertising
Billboards or other outdoor advertising
VPCM social media
TV advertising or news item
Radio advertising or news item
Other
I am not interested in hearing about this
How would you like to hear about changes to Station Pier in the future? (%)
37
FUTURE ENGAGEMENT PREFERENCES
Q14. How would you like to hear about changes to Station Pier in the future? Base: All respondents (n=141)Q15. Would you be interested in taking part in future consultations regarding Station Pier and hearing more from VPCM? Base: All respondents (n=141)
82% of survey participants
would be interested in
taking part in future
consultations regarding
Station Pier and hearing
more from VPCM
The most common preferences for future engagement would be
flyers or brochures in the mail box (55%), followed by
community magazines / newsletters (39%), updates on the
VPCM website (35%), community forums / meetings (27%),
VPCM newsletters (27%) and online / social media ads (25%).
A VPCM newsletter was more likely to be preferred by those
who spoke a language other than English at home (60% vs.
24% of those who spoke only English), those who have already
attended a VPCM workshop (55% vs. 24% of those who
haven’t) and men (34% vs. 19% of women). Those who have
attended a workshop were also more likely to prefer future
workshops (59% vs. 22% of those who haven’t attended).
NEXT STEPSRecommendations
39
STATION PIER NEXT STEPSRECOMMENDATIONS FOR THE REDEVELOPMENT PROJECT
39
NEXT STEPS:Newgate recommends continuing an ongoing
dialogue with community and key stakeholders
to ensure the final design of Station Pier is
culturally and socially respectful while
addressing the current and future operational
constraints and requirements for the working
port.
ONGOING ISSUES:• Traffic and Parking
• Access to Pier
• History Acknowledged
• State of the Pier
• Waterfront Place Amenity
• Restaurants/Cafes Need Improvement
Melbourne
+61 3 9611 1800
Level 10, 120 Collins Street
Melbourne VIC 3000
CONTACT DETAILS
