Melton Town Centre Revitalisation Plan
A long term Revitalisation Plan for the Melton Town Centre (MTC)
Melton’s town centre will undergo a revitalisation with a redesign of civic spaces, a program of events and a campaign to engage with local businesses, supported by a $3.277 million boost from the State Government’s Suburban Revitalisation program.
A long term Revitalisation Plan for the Melton Town Centre (MTC)
A small-scale kids' play space will be installed in the precinct to attract families, increase dwell time, encourage positive social interactions and increase visitation to local businesses.
Community and stakeholder engagement is an important part of the overall delivery of Melton Town Centre Revitalisation Projects. To ensure we are connecting with you in the best way, we want to understand the most effective digital channels to reach you.
Upgrades to the Victorian Government owned café building, which is a local landmark of heritage value.
A bookable retail space through the installation of purpose-built street side infrastructure .
A pop-up park and outdoor dining space is planned for Wallace Square to provide a casual meeting and social space.
A winter arts & culture event that will feature a mix of performance, music and visual arts. This free after-dark arts festival celebrates the best of local and non-local creatives, with a curated program to encourage patronage to the Melton Town Centre precinct.
The aim is to evolve Melton Town Centre’s offer as a local destination through a curated arts and culture event to provide an economic uplift and add value to the area.
Building on the success of Melton’s Illuminate Activation project, this event would be delivered in conjunction with the development of Digital Strategy and online visitor attraction initiatives.
The Suburban Revitalisation program is providing $180,000 in funding for the project, which is anticipated to be completed in October 2023.
This project provided grant funding for local businesses to facelift their shop fronts.
A retail specialist worked with traders to provide practical advice and support to facilitate improvements to the visual appearance of shopfronts.
The Suburban Revitalisation program provided $285,000 in funding across 3 rounds for grants delivered in 2022 and early 2023.
A marketing and branding specialist was engaged to develop a place-based marketing campaign with an identity and brand proposition for the Melton Town Centre (MTC), supported by a marketing campaign.
This project saw the development of updated branding that can be applied in shop front installations and other physical treatments throughout the precinct to create a consistent sense of place, along with a dedicated digital marketing campaign to increase visitation and instil a strong, recognisable and inviting brand.
The Suburban Revitalisation program provided $40,000 in funding for the project which was completed in mid 2022.
An active trader group will be established for the Melton Town Centre.
The Trader group supports Melton Town Centre marketing and ongoing collaboration in order to increase visitation to the precinct.
To support this work, a video production company captured trader's stories. These can be viewed by visiting: Meet our Traders webpage.
The Suburban Revitalisation program provided $30,000 in funding for the project which was completed in mid 2022.
Building on the Melton Town Centre branding project, this project will develop and deliver 'Buy Local' Campaigns.
The Suburban Revitalisation program is providing $240,110 in funding for the project, across 2 rounds and is anticipated to be completed in late 2023.
This project involved infrastructure upgrades to address pedestrian and cycling gaps and behavioural change campaign to encourage sustainable transport options.
The works also included assessment of traffic calming and pedestrian/cycling design options.
The Suburban Revitalisation program provided $300,000 in funding for the project with completion in late 2022.
The project will identify sub-precincts that could be formed within the Town Centre.
This would involve identifying business clusters, target audiences for the sub-precincts and potential space activations, events, art installations, a palette of materials for future works and an overall precinct action plan.
The creation of sub-precincts is intended to create varied identities within the Town Centre - increasing interest, visitation and dwell time.
Short-term actions to progress the establishment of sub-precincts will be identified as part of this work.
The project outcomes will inform Council's capital works program and private sector property improvements.
The Suburban Revitalisation program provided $35,000 in funding for the project and it is now concluded.
This project provides grant funding for local businesses to improve accessibility within their businesses.
An accessibility specialist will work with traders to provide practical advice and support to facilitate the improvements.
The Suburban Revitalisation program is providing $75,000 in funding for the project and it's anticipated to be completed in mid 2023..
This project will support beautification works, including the planting of trees, landscaping, paving works and street furniture, providing immediate visual improvement to the area.
The Suburban Revitalisation program is providing $220,000 in funding for the project and it's anticipated to be completed in mid 2023.
Community connection, activation and local capacity initiatives.
This project proposes a collection of initiatives which are aligned with existing Council priorities and seek to enable community activation in the Melton township locality, in addition to furthering these priorities.
The Suburban Revitalisation program provided $60,000 in funding for the project and was completed in early 2023.
The projects are overseen by the Melton Revitalisation Board chaired by Member for Melton, Steve McGhie, and including representatives from the Melton City Council, local community and local business.
The Suburban Revitalisation program works with regional and local stakeholders to help plan and deliver infrastructure, community development and place-making initiatives that focus on driving social and economic outcomes in key activity centres identified across Melbourne.
For further information on these projects, and the Melton Town Centre, please contact:
Susan Beniston, Project Officer Melton Town Centre on 9747 7200 or firstname.lastname@example.org
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