Melton Town Centre Revitalisation
Exciting times ahead for Melton Town Centre, with funding announced to deliver a range of projects, aimed at raising consumer awareness of the precinct through activations, installations, physical improvements and marketing.
In 2020, Council was advised by the Office for Suburban Development that Melton Town Centre was an identified priority area for its Suburban Revitalisation Program.
A subsequent announcement advised $2 million would be directed to Melton Town Centre, with investment to be overseen by a Revitalisation Board chaired by Local Member for Melton, Steve McGhie MP. Similar revitalisation programs are in place across metropolitan Melbourne
Melton Town Centre (MTC) is one of the city’s oldest shopping precincts dating back 150 years. There are currently over 200 businesses that occupy the MTC providing hospitality, retail, and speciality trade services.
A recent audit of the town centre shows the following breakdown:
For the revitalisation project, Melton Town Centre has been identified as the area bordered by Smith Street to the East, O’Neills/Station Rd to the West, Unitt St to the North and McKenzie St to the South.
In 2015 Melton Town Centre underwent a large redesign project which featured a new state-of-the-art library and outdoor amphitheatre. Since the 2015 works, there has been a focus on creating a bustling, thriving and connected neighbourhood through activations and improvements in the area, however the town centre has also seen challenges in recent years with services such as banks relocating to nearby centres.
The new revitalisation project aims to improve visitation and economic performance in the MTC by enhancing precinct identity, and developing trader connectivity with tools for consumer awareness, activations, installations, physical improvements and marketing.
Strategic work will also be undertaken through the creation of a revitalisation plan. The plan will include an examination of economic strengths, gaps and opportunities in addition to transport accessibility, public realm/amenity and retail mix, to deliver a whole of Council approach to building and sustaining a vibrant town centre. The plan will also look at mechanisms to facilitate land use and development opportunities.
A total of 13 projects have been funded by the Office for Suburban Development for delivery over the coming 12-24 months. These projects include establishment of a brand and marketing for the centre, a new trader group, shopfront improvement works, events and activations, a retail incubator, a play space near to the Courthouse, buy local program, and capital upgrades. Works have also been undertaken on the Melton Courthouse through the Suburban Revitalisation Fund.
Traders, community and stakeholders will be kept informed of projects and opportunities, and community and trader consultation will inform a number of the projects.
To discuss the Revitalisation projects, contact Susan Beniston, Project Officer – Melton Town Centre, on 9747 7250 or susanb@melton.vic.gov.au