QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN
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QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN
The Queen Victoria Market Precinct Renewal Master Plan was endorsed by the Melbourne City Council on 28 July 2015.
CONTENTS
Foreword 3
The Queen Victoria Market Precinct Renewal Project 4
Key considerations in developing the Master Plan 6
Key findings from the community engagement 7
Queen Victoria Market as part of Melbourne’s future 8
The market we love 10
Community feedback 12
Trader feedback 13
MASTER PLAN 14
Quarter One 18
Quarter Two 20
Quarter Three 22
Quarter Four 24
Market cross 26
City grid 28
Next steps 30
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 1
Foreword
The Queen Victoria Market Precinct Renewal Master
Plan delivers on our vision to create a world-class
‘market of markets’ and surrounding precinct while
celebrating the heritage of the site.
Our commitment to this vision is Depending on the scope of the projects
backed up by the announcements undertaken, it is estimated that the
Council made in the 2015/16 Draft renewal could generate 9,000 new
Budget. In July, we made the final jobs at the market, 12,000 jobs in the
payment to complete the purchase of surrounding precinct and thousands
the Corner Queen and Therry streets. of construction industry jobs.
Over the next four years Council will
We have applied for National Heritage
allocate more than $130 million of the
listing, the necessary precursor to World
up to $250 million projected investment
Heritage listing for the Queen Victoria
required to fund the project.
Market, an acknowledgement that will
Council has sought authorisation provide appropriate recognition and
from the Victorian Planning Minister protection of this Melbourne icon.
to prepare and exhibit a planning
We have consulted, we have listened,
scheme amendment that recognises
we have planned and we have
the importance of Queen Victoria
budgeted. This underscores our strong
Market (rezoning to public use zone)
commitment to this project and our
and embeds the market as part of
ability to deliver it.
the fabric of CBD North.
Over the next few months we will
Previous planning controls created
commence scoping, drawing plans
a divide between the market and the
and designing the various projects
city. Our plan is to connect them: better
on the Queen Victoria Market site.
streets, new laneways, improve the
public realm, balance the heritage fabric As always, we will continue working
with the right type of new development, with traders and the broader community
taller buildings with setbacks from the on this important project.
street, tower space controls.
Robert Doyle
Lord Mayor of Melbourne
Stephen Mayne
Chair, Finance and Governance Portfolio
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 3
The Queen Victoria
Market Precinct
Renewal Project
Introduction
In October 2013, the City of Melbourne announced
the largest investment in its history to renew the
Queen Victoria Market, and create one of the world’s
great market precincts.
Our aim is to preserve the Queen In the market’s next evolution we
Victoria Market’s heritage and traditional are committed to respecting and
market atmosphere, while allowing the preserving its diverse heritage. To
market precinct to evolve and meet the date, a broad community engagement
contemporary needs of visitors, traders process, focused consultation with
and our growing city. Improvements to key stakeholders, and a variety of
the physical environment will allow a professional investigations into the
flourishing market to grow and evolve market’s operation, site and context
into the future. have been undertaken. Key principles
have been established to support this
We have developed the Queen Victoria
commitment. Community and trader
Market Precinct Renewal Master Plan
feedback has strongly shaped and
to ensure this happens in consultation
supported our vision for renewal.
with the community, market visitors and
traders. Central to our thinking is the In developing the Master Plan, the need
recognition that prosperous traders to review existing development controls
are essential to a successful market. became clear to progress the precinct
renewal. A separate consultation on
Two milestones have helped shape
a planning scheme amendment was
this Master Plan, opening up a range
initiated by the City of Melbourne
of exciting opportunities for the market’s
in 2015.
renewal: the City of Melbourne’s
strategic purchase of a large block of
land within the market precinct, Corner
Queen and Therry streets, commonly
known as the Munro site; and the
signing of a formal agreement with
the Victorian Government to improve
and develop Franklin Street. These
achievements have extended our
capacity to deliver on our promise – to
ensure that the Queen Victoria Market
remains part of our city forever.
4 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN
“Investing now will ensure that the Queen
Victoria Market is part of our city forever.
We want to preserve and celebrate the
market’s iconic features while retaining
affordability and ensuring the market is
competitive in a changing retail environment.”
Lord Mayor Robert Doyle
Purpose
This Master Plan outlines a wide available on the City of Melbourne In the ongoing work that will be required
variety of proposals to revitalise the website and is referenced throughout to resolve projects for future works,
market precinct with a strong focus this Master Plan. the detail within the Strategic Brief will
on improving the trader, customer be added to, and potentially slightly
The Master Plan brings together the
and community experience. It outlines modified, but the intent is for the Master
detail contained in the Strategic Brief
options for preserving and celebrating Plan to provide an enduring framework
into broad strategic and long term
the market’s long history, enhancing to guide these projects.
directions for the Queen Victoria
facilities for traders and market visitors,
Market Precinct Renewal. To do this, the Master Plan defines
providing more open spaces and places
distinct areas, or ‘quarters’ within the
for events, eating and meeting, easier The market’s sheer size, complexity
market precinct. The quarters reflect
access for pedestrians, cyclists and of operations, diversity of customers,
the varied trading models in different
commuters, and better parking. significance of its heritage and scope
parts of the market, as well as existing
of desired improvements mean that
Community and trader feedback has spaces and structures. For each of these
this renewal will not occur as a single
been included in a Strategic Brief quarters, the Master Plan highlights the
project, but rather as a collection
prepared by Queen Victoria Market vision, priorities and key improvements
of many projects, each large and
management. The Strategic Brief to be delivered. It also identifies key
complicated in its own right. The
describes a vision for the market, issues to be resolved that have potential
Master Plan therefore aims to provide
outlining the current state of operation impacts beyond their specific location.
the framework to coordinate a suite
and recommending changes to enable
of projects that can be developed with
the precinct to evolve and thrive
a degree of independence from each
for generations to come. It contains
other, which also complement each
detailed assessments and rationales for
other and contribute to the precinct
proposed improvements. It is publicly
as a whole.
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 5
Key considerations in
developing the Master Plan
Queen Victoria Market Precinct Location and Staging Plan
Victorian government agreement
To support the Queen Victoria Market Key development timing obligations
Precinct Renewal, the Victorian
Replace current car spaces within Enhance and renovate northern
Government and the City of Melbourne
the existing at grade car park (A) Upper Market Sheds to support
have entered into a formal agreement to
elsewhere within the market precinct trading and incorporate new market
realign Franklin Street at the south end
by 2019, and convert the existing trading services and facilities
of the market and transfer some Crown
car park to a high quality public by 2019.
land to the City of Melbourne.
space by 2022.
Upgrade streetscapes adjoining
Freehold land will be created as a
Construct a new Queen’s Corner Queen Victoria Market (Elizabeth,
result of the land transfer, providing
building within a portion of the Peel, Queen, Therry and Victoria
opportunities for commercial and
Queen Street road reserve (B) streets) and public transport
residential development to add to the
for the Victoria Visitor Centre and infrastructure by 2026.
vibrancy and potential of the area. Funds
new market management facilities
secured through the development of this Corner Queen and Therry streets
by 2026.
land will be reinvested into the Queen (commonly known as the
Victoria Market. The realignment of Construct New Franklin Street Munro site)*
Franklin Street will improve vehicular by 2019 (C).
movements, deliver economic benefits
Reconfigure land parcels
and create a new route to Docklands.
Including the retained Franklin
The land changes will also remove two Street stores (D) and portions of the
dangerous roundabouts along Franklin Franklin Street road reserve (E) to
Street, improve pedestrian and traffic create mixed use development sites
connections around the market and by 2026.
improve the amenity of streets around
the market.
6 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN *To be referenced in the Victorian Government Agreement.
KEY FINDINGS FROM
COMMUNITY ENGAGEMENT
PARKING Heritage OPENING HOURS
The provision of convenient parking The site has been, and continues to Current trading hours at the market are
and safe, easy access to the market be, significant to many people for many confusing and inconvenient for many
is a priority for both traders and reasons. It is an important Aboriginal shoppers and tourists. Public and trader
customers. Access to nearby parking cultural place, the site of Melbourne’s first feedback has indicated strong support
is especially important to traders who cemetery, and has served as the city’s for extended opening hours, with parts
must arrive before the commencement main wholesale food market. It has layers of the market offering services seven
of public transport services. The City of of Victorian, Edwardian and inter-war days a week from early morning to late
Melbourne and Queen Victoria Market mercantile architecture, yet not all of the at night. Increasingly, this will mean
management will continue to support site’s history is visible. In addition to the many spaces in the market having
the needs of early morning traders into conservation of heritage buildings, we multiple uses across a day and across a
the future. will celebrate the site’s hidden history week. It does not mean all traders will be
through other means such as artworks, working longer hours. Potential benefits
A car park to replace the existing 720 space
signage and landscape features. include more efficient use of space and
open-air parking on the market site will
facilities at the market, better support
be developed to provide accessible, Most importantly, this Master Plan
for tourism, attraction of new customers,
affordable, safe, family-friendly, short aims to preserve the authentic market
and greater customer convenience.
term parking within the precinct. The experience. Queen Victoria Market
preferred location for this is at the Corner has served the people of Melbourne
Queen and Therry streets, although continuously since the 1870s – giving
other options are available including it an irreplaceable connection with our
the new southern development site in
Quarter Three. Arrangements to manage
past. In the market’s next evolution we
are committed to preserving its diverse
PUBLIC SPACES
new parking facilities will be developed heritage. As a mark of that commitment,
with input from traders and other users. the City of Melbourne has nominated Some people come to the Queen Victoria
These will seek to optimise the use of Queen Victoria Market for inclusion Market only to shop, but for many others,
customer parking at different times, on the Australian National Heritage visiting the market involves a break for a
accommodating traders at the start and List. This recognition would not only casual lunch in the sunshine, or meeting
close of each day and allowing for use acknowledge the heritage value of up with friends. Events such as the Night
by others when the market is not trading. the market at a national level, it is a Market are significant attractions in their
Arrangements will be resolved in the next prerequisite for nomination to the World own right. High quality, useful open space
phase of detailed planning. Heritage List. is also increasingly important to meet
the needs of the growing residential
Many traders’ vehicles are now present population around the market.
within the market sheds during trading
hours due to the lack of facilities for Improving public spaces in the precinct
delivery and loading of goods and is therefore a high priority in order
produce. New infrastructure will to fulfil several aims. These include
eliminate this necessity. supporting programmed events that bring
people to the market; making pleasant
Other existing practices including long spaces to meet and relax with more
term parking by general merchandise greenery, shade and seating; providing
and fruit and vegetable traders within the opportunities for informal recreation such
market sheds, and the parking of trucks as tai chi, yoga, and children’s play and
within customer parking areas, will be providing more generously for walking,
phased out, in order to remove conflicts cycling and pedestrian activities in streets
between public and service activities. around the market.
Our intention is to relocate car parking
in order to create the new open space,
and at least the current number of
spaces from within that area will be
accommodated elsewhere in the
precinct. Allowances will be investigated
for the replacement of parking spaces
that are potentially affected by
improvements in other areas.
Refer also Capire Consulting Group, Queen Victoria Market Precinct Renewal:
Phase 3 Community Engagement Report, for City of Melbourne, April 2015. QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 7
QUEEN VICTORIA
MARKET as part of
Melbourne’s future
Relocation of the
REDEVELOPMENT SITES SUSTAINABILITY wholesale market
In October 2014, the City of Melbourne The City of Melbourne is committed Queen Victoria Market is intricately
announced the purchase of properties to becoming one of the world’s connected with wider trading networks.
within the block bounded by Therry, most sustainable cities. We know The new metropolitan Wholesale
Queen, and Franklin streets, commonly that a successful future depends on Market at Epping is expected to open
known as the Munro site, for $76 understanding the risks that climate in 2015. The relocation of wholesaling
million. This in combination with the change poses, reducing our impact from Footscray to larger premises at
southern site negotiated with the State and becoming more resilient. Epping offers the potential to increase
Government form a strategic set of land bulk supply to local businesses. It
Projections for Melbourne are for
holdings that are of importance to the also represents a significant change
a hotter and drier climate with more
people of Melbourne and the future for Queen Victoria Market’s fruit and
frequent and extreme weather events.
of the Queen Victoria Market Precinct. vegetable traders, who rely on the
This is particularly significant for Queen
The City of Melbourne is confident that wholesale market for the majority
Victoria Market because of the potential
the long term value of these two sites of their produce supply.
vulnerability of its supply chain, as well
will include civic, retail and community
as impacts to the open-air market and The full extent of impacts is not
benefits alongside a sound financial
public open spaces. yet known but may affect:
platform for reinvestment in the
market precinct. Through the implementation of this → Future sourcing of produce
Master Plan we will incorporate
These arrangements have opened
renewable energy, waste reduction → Storage requirements, including
up new possibilities to better integrate,
and recycling, and water use and the need for refrigeration
through the Queen Victoria Market
re-use including stormwater harvesting.
Renewal process, the market with the
We are also considering the role that the → Arrangements for the delivery
expanding northern city through the
precinct can play in building Melbourne’s of fresh produce
reconfiguration of parking, optimisation
resilience. It has the opportunity to lead
of retail and community facilities. They → Waste disposal requirements.
change in the community and help the
also create opportunities to minimise
city tackle its sustainability challenges.
impacts on the market’s operation
during the staged implementation
of improvements.
The Munro family’s legacy will be
recognised as part of the renewal.
The two sites’ redevelopment, combined
with a renewed business model for the
market, will ensure the market’s future
as a much loved authentic trading
environment.
8 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANREVIEW OF
DEVELOPMENT
A growing city CONTROLS
Queen Victoria Market is positioned Council’s City North Structure Plan The relationship between the Queen
at the heart of Melbourne’s inner north, 2012, which includes the Queen Victoria Market Precinct and the
which has been identified as a growth Victoria Market Precinct, identifies the surrounding city have changed over
area for the municipality. Council’s northern sector of the city as a strategic time. What was once a transitional zone
commitment to renew the precinct is renewal area that will accommodate between the central city and low-intensity
timed to respond to this growth. In 2014, more residents and support additional suburbs is now an integral part of the
our central city grew faster than any employment through continued central city and emerging City North
other area in Australia. Between 2008 intensive redevelopment. Over the past growth area. Existing controls over the
and 2013 the municipality’s residential 15 years, the City North area has already built form of new development in the
population increased by almost seen extensive residential apartment precinct have become dated. The City
30 per cent to about 116,447 people. development, both planned and of Melbourne therefore commenced
completed, including: a process of reviewing and updating
Planning for the market needs to take
planning controls over the precinct,
into account the opportunities presented • 3,123 completed apartments
including a formal Planning Scheme
by Melbourne’s growing population of
• 2,744 under construction Amendment process, to better support
residents, workers, students and visitors.
the precinct’s changing role.
This increased population will create • 2,266 with planning permit approved
new opportunities and challenges for
• 3,417 in current planning permit
the market, while also increasing the
applications.
importance of its open spaces.
Of these new households, if each paid
one visit per week to Queen Victoria
Market this would result in over 600,000
additional visitations per year. Queen
Victoria Market is central to this area of
intensive development and remains a
vital link between the older central city
and its northward expansion.
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 9The Market
we love …shopping with favourite
↓ fresh produce traders…
…a unique indoor/ →
outdoor setting
for night markets…
…opportunities
to interpret the
former cemetery… ↓
…favourite →
Melbourne
rituals…
↑ …convenient access on foot,
by tram and by car…
10 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN…a touch of chaos and an
↓ authentic market atmosphere…
↓ …an eclectic mix
of specialty shops…
↑ …a place to linger…
↑ …a diverse mix of meat,
fish and deli vendors…
← …pedestrian-friendly streets
and open spaces…
“Authenticity and
atmosphere that is
uniquely Melbourne”
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 11As we plan for the future of this precinct, we are committed to
preserving the core values that have made Queen Victoria Market
a favourite with locals and tourists alike. Queen Victoria Market’s
trader community is a dedicated and valued group of small business
owners who are passionate about the future of the market.
Community FEEDBACK
Thousands of people have shared their thousand members of the general public • Heritage: Traders and public
views on the Queen Victoria Market completed surveys. The results indicated participants said that they supported
Precinct Renewal over four distinct phases broad support for the vision of the Draft artwork, signage or landscape features
of community engagement. The first Master Plan as a whole and for the as ways to celebrate the market’s
phase of community engagement was directions for improvements as outlined for history.
undertaken in November 2013, introducing each of the market’s quarters.
• Market Cross: The most common
the concept of renewal and uncovering
• Opening hours: The majority of traders suggestion to improve the public space
aspects of the market that people most
and public participants support the was for more public seating.
value. The second phase took place
concept of the market as a destination
from April to May 2014. We explored the The Queen Victoria Precinct Renewal
that provides an ever-changing range of
community’s desire to maintain the ‘feel’ of Final Draft Master Plan was released to
offers.
the market by asking people to tell us their the public between June and July 2015
ideas on what should be retained and what • Use of the new open space: Both the for a fourth and final stage of community
new ideas they had for the precinct. traders and the public indicated support engagement. During this time the
for programmed markets and events in Master Plan was available on Participate
The Draft Master Plan was released in
the proposed new open space. Melbourne for the community to learn
early March 2015 and over the following
more about the Master Plan and renewal.
month a third phase of community • Access: While traders said that
In addition a series of Queen Victoria
engagement sought feedback. All market improved car parking would improve
Market Trader Forums were held and the
traders were invited to attend discussion access to the market, public participants
Queen Victoria Market Community Hub
groups focussed on their specific trading said that improved pedestrian amenity
was opened to the public on Saturday
category. Stakeholder discussion groups and safety would make it easier to
20 June 2015.
were held with members of the Wurundjeri access the market.
and heritage representatives. Nearly a
WHAT WE VALUE WHAT WE WANT TO IMPROVE
The market experience Tell our stories
‘The traders treat us as part of their family’ ‘It is important to the community to know the history
Participate Melbourne, November 2013 of this wonderful market… strengthen the points of interest’
Participate Melbourne, May 2014
‘Keep the atmosphere of the market, I like the way it is now’
Vox Pop, November 2013 Look after our historic buildings and sheds
Uniquely Melbourne ‘The facades, the open shopping sheds and food halls
are central to the market experience’
‘Authenticity and a great atmosphere that is Participate Melbourne, May 2014
uniquely Melbourne’
Participate Melbourne, November 2013 Places to meet
A diverse community ‘A central meeting place with food and chairs and able
to have events right in the centre of the market’
The market is ‘a community where you can meet Feedback form, May 2014
and help a lot of people from all walks of life –
each day is different and vibrant’ More activities, open longer
Vox Pop, November 2013
‘The market needs to incorporate a range of uses to ensure
Quality, price and variety it is fully activated and safe at all times of the day’
Participate Melbourne, May 2014
‘Variety, freshness, the great service and support
and the friendly, good relationships’
Vox Pop, November 2013
Sense of history
‘The historic feel of the market should be protected –
it’s an iconic part of the city’
Vox Pop, November 2013
12 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANTRADER FEEDBACK
Traders’ success underpins the Sustainability
market’s success. Since the City of ‘I would love to see a clear commitment to recycling and waste management’
Melbourne announced its commitment Feedback form, March 2015
to the Queen Victoria Market Precinct
Renewal, the importance of traders Parking
has been emphasised. Traders have ‘Parking for customers is the most important thing for traders’
been consulted through the community Feedback form, March 2015
engagement processes, regular
meetings between market management Engagement
and trader representatives, and one-on- ‘I feel feedback has definitely been taken on board since previous meetings
one interviews with stallholders. These which is lovely to feel as though you are being heard and part of the process’
conversations have provided a deeper Feedback form, March 2015
understanding of traders’ operational
challenges and business requirements, What kind of place is Queen Victoria Market?
and pressures facing the broader market ‘It’s a market, it’s an institution, it’s a legacy, it’s a tradition’
community. They have also informed Community Engagement Phase 1, Vox Pop
Queen Victoria Market’s Strategic Brief,
Heritage
which underpins the Master Plan.
‘The sheds should still be open. They need paint and love and electricity,
Trader feedback on the Draft Master
not reconstruction’
Plan suggests it is heading in the right
Community Engagement Phase 2, Participate Melbourne
direction, confirming the importance
of functional improvements across the Facilities
market, including:
‘There is no place for people to load – especially for the butchers and fish mongers’
• Precinct-wide infrastructure for Community Engagement Phase 1, trader discussion group
power, water, and recycling, with
‘Queen Street is dangerous due to the number of deliveries’
specific provisions in certain areas
Community Engagement Phase 1, trader discussion group
e.g. for events and alternative market
arrangements in Quarter Three. ‘Need to modernise amenities and customer comforts’
Community Engagement Phase 1, trader discussion group
• Waste management facilities, with
emphasis on specific needs in certain Attractions:
areas including fish and meat offal, ‘Better trading hours. It opens too early, and closes before anywhere else in the
organics, and packaging. city. Tourists are constantly surprised that the market is already closing and they
• Trader amenities with the inclusion are just arriving’
of showers, toilets, breakout spaces Community Engagement Phase 2, Participate Melbourne
and storage.
Minimise disruption
• Facilities for delivery and waste ‘The market must still be able to function during the renewal and continuity
removal including loading docks, of trade with minimum interruption or adequate compensation’
off-street loading areas, wash-down Trader discussion group, November 2013
services and storage.
Retail, hospitality and services
• Reducing conflicts between service
vehicles, including forklifts, and ‘Let the market decide. People are wonderfully creative. They will come up with
public access. all kinds of things that you can’t believe. Just make it easy for them to do it.
And make sure it is not someone’s fifteenth formulaic hospitality outlet’
The City of Melbourne will continue to (Participate Melbourne, work at or for the market (trader / staff )
work closely with the management of
Queen Victoria Market to consult and Weather protection
communicate with traders throughout ‘Our city is windy and wet most of the time and while we expect and love the feel
renewal activities. of an outdoor market, designs should be considered for more protection from the
elements for both the traders and the customers’
Participate Melbourne, November 2013
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 13master plan
Queen Victoria Market management developed a Strategic Brief
to help inform development of this Master Plan. The Strategic Brief
describes the vision for the renewed Queen Victoria Market and
the nature of the improvements and new facilities required
to enable the market precinct to thrive for generations to come.
This is a living document which will be developed over time
to inform future detailed design briefs for individual projects.
Strategic vision
The future vision for Queen Victoria Market is of a thriving
and diverse market place that is loved by locals and a must
see for tourists.
Three strategic directions will guide the delivery of this vision:
Strategic Direction 1 Strategic Direction 2 Strategic Direction 3
A market of markets A Melbourne experience A community meeting place
A place that supports and A place to experience A place to meet and connect
encourages sustainable market Melbourne’s local character, with the diverse and vibrant
trading in all its varieties liveability and identity communities of Melbourne
→ Upgrade existing facilities → Inspire discovery → Bring people together
→ Welcome people seven → Enhance street life → Create shared experiences that
days a week encourage social connections
→ Celebrate our heritage
→ Support emerging → Look after the locals
small businesses → Become a sustainable
environment → Create a pedestrian heart
→ Introduce new markets and attract
new customers → Promote our local produce → Tell our stories, share
our knowledge
→ Encourage longer visits
14 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANKey initiatives
The renewed Queen Victoria Market Key initiatives to achieve the vision include:
will retain its traditional market
atmosphere while addressing → Heritage conservation
longstanding issues that constrain Greater recognition of the heritage site and interpretation of historically
its potential. significant parts of the market
Despite attracting up to 10 million
annual visits, much of the market
→ Functionality
Create dedicated back-of-house areas for each of the market’s three major
does not meet contemporary trading areas
standards for a public market
environment. Parts of the market → Infrastructure
can become highly congested and Upgrades to the market’s heritage buildings and open-air sheds
the historic open-air sheds have
never been adapted to meet current → Trader facilities
or future retail trading requirements. Significant improvements to trading and operations infrastructure and facilities
Throughout the market precinct there → Public places
is an opportunity to improve safety Establish a network of quality public spaces throughout the precinct
and amenity for visitors and traders.
While customers speak positively of → Customer amenities
New and enhanced customer amenities and facilities
the atmosphere, the market struggles
to provide a consistent high-quality
→ Visitor services
experience and market offering New visitor centre and associated visitor services
throughout the year. Addressing this
will entail targeted improvements of → Community infrastructure
specific operational, amenity, and Develop local community infrastructure such as childcare services
infrastructure issues.
→ Education
The renewal will include relocation Develop dedicated facilities to support expanded education programs
of the existing customer car park.
This part of the site will become → Parking
a new public open space that Ensure customers continue to have convenient access
acknowledges the site’s history to car parking within the precinct
as Melbourne’s first cemetery.
→ Commercial viability
Commercially successful market for traders and the city
→ Equity of access
Improve access and inclusion for people of all abilities
→ Sustainability and design quality
Work with partners, including the C40 Climate Leadership Group (C40),
Green Building Council of Australia and Office of the Victorian Government
Architect, to review development proposals and deliver a thriving and diverse
marketplace and surrounding precinct that demonstrates world leadership
in design and sustainability.
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 15Outcomes
Customers will experience: Traders will experience: A sustainable market precinct will be:
• Greater choice, with parts of the • More options and greater choice • Guided by a sustainable
market trading every day, from about when and where to trade precinct plan.
early morning to late at night. within the market, in fixed (with in situ
• Rated and communicated through the
storage) or flexible (set-up and pack-
• Improved access to retail services. use of the Green Star – Communities
down daily) locations and across a
rating tool.
• A brighter, lighter, cleaner, greener greater number of available hours.
and more pleasant environment • Zero carbon – maximising energy
• Better informed customers.
that is clearly historic, yet subtly efficiency, embedded renewable
contemporary. • Improved work-place facilities. energy sources and investment in
off-site renewable energy.
• Improved weather protection and • Better circulation and customer flow.
climate control to increase people’s • Climate resilient – cooling the
• Infrastructure improvements to
comfort within the market. precinct and enhancing biodiversity
increase efficiency, cleanliness
by integrating green infrastructure,
• A pedestrian friendly precinct and displays.
stormwater harvesting, re-use and
that is easy and safe to access
• Greater opportunities to run water sensitive design.
and traverse.
vibrant businesses.
• Resource efficient – through
• Hundreds of market traders and
sustainable procurement and
a rich, diverse form of traditional The community will experience:
resource recovery systems
retailing supported by modern • Appropriate acknowledgement and infrastructure.
infrastructure. of the land’s original owners on
which the market stands. • Zero waste – maximising
• A clearly defined and interesting
opportunities for waste reduction
precinct with retail and services • Artworks, signage and landscape and recycling in design,
along the market’s edges and an features that increase awareness construction and operation.
open and flexible inner area. of and interpret the site’s history
and heritage. • Economically sustainable –
• Sounds, sights and smells that will
encourage opportunities for
instil a love of markets in future • A vibrant residential and business diversity, innovation
generations. commercial neighbourhood and economic development
• Enhanced customer amenities, surrounding the market. with a focus on activities which
including an information centre. • Improved local community facilities, foster the commercial viability
including childcare, and activities of the Queen Victoria Market.
for children and families. • Socially sustainable – providing
enhanced community opportunities
that are accessible and create local
employment and acknowledge
culture, heritage and identity.
16 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANProject Planning framework
In this Master Plan, the market has been The intent is to coordinate a suite of of the market, priorities identified
divided into four quarters, each linked to projects that can be developed with through the community and trader
each other by a market cross of public a degree of independence from each engagement process, and key
spaces within the heart of the precinct. other, which also complement each proposals for improvements. All of
It is connected to the rest of the city by other and contribute to the precinct these improvements will require further
the grid of surrounding city streets. as a whole. It also enables targeted elaboration and development, and as
The division reflects: consultation and stakeholder input, planning and design work progresses,
in-depth investigations, exploration each quarter is likely to be further
• Varied building types and characters
of options, and detailed resolution divided into a number of projects to
• Different market trading models of proposals that can be delivered facilitate staged implementation.
in stages.
• Different types of goods being sold. We have also identified ‘issues to
For each of these quarters, the be resolved’, which are of strategic
Master Plan sets out the preferred importance because they may have
vision for the future of that part impacts on other parts of the market.
NEW FRANKL
IN STREET
Queen Victoria Market Precinct Renewal - Project Planning Framework
QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 17Q1
KEY MAP
Quarter
one
VISION - FUTURE STATE Priorities
→ Resolve conflicts between service
Shopfront trading in market halls vehicles and public access.
and street-oriented terraces → Improve access for delivery
including off-street loading and
set-up areas, wash-down service
Queen Victoria Market’s diverse mix of fresh food, and storage facilities.
meat, fish and specialty food vendors continue to
→ Improve trader facilities including
animate one of Melbourne’s most intriguing and showers, toilets, breakout spaces
and storage.
enduring retail destinations. Shops fronting onto
the surrounding streets welcome visitors with → Improve waste management and
recycling facilities for meat and fish
hospitality establishments and retail that showcase offal, organics and packaging.
market produce, making a special destination → Develop sustainable precinct-wide
infrastructure for power, waste
at any time of day, every day. management and recycling.
→ Improve adaptability of trading
spaces.
18 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANKey
improvementS
Dairy Produce Hall (A2*)
• Extend times of public access
through the Hall.
• Activate the adjoining street
space seven days a week.
Elizabeth Street shops
and Deli Lane (A3*)
• Focus on cafe and hospitality
uses.
• Support outdoor dining
in Elizabeth Street.
• Make active seven days
a week and in evenings.
• Improve separation of public
access and service areas.
Meat and Fish Hall (A4*)
• Focus on food offer.
• Improve separation of public
access and service areas.
• Activate the adjoining
street space.
• Enhance the Elizabeth Street
facade lighting.
Victoria Street Terraces Queen Victoria Market Precinct Renewal - Quarter 1 Plan
and Food Court (A5*)
• Focus on cafe and
hospitality uses.
• Integrate with trading
Public amenities (E2*)
• Provide accessible public
ISSUES
opportunities in Victoria Street.
• Make active seven days a week
amenities for this quarter
(separate from traders’) with
TO BE RESOLVED
and in evenings. baby/adult change facilities.
→ Options for adaptation of H and
H and I Sheds (A6, C3*) Enhance heritage character I Sheds, existing loading facilities
• Focus on food offer • Conserve and restore heritage and toilets, or more extensive
complementing remainder of Q1. building fabric including Meat rebuilding potentially including
and Fish Hall, Dairy Produce basement service areas.
• Improve weather protection.
• Improve trader infrastructure. Hall and Victoria Street and
Elizabeth Street shops. → Finalise retail mix.
• Activate the adjoining street
space seven days a week. • Recognise the market’s history
with artwork and signage.
Back-of-house: trader amenities,
delivery, storage and waste Infrastructure upgrade (D3*)
management facilities • Improve sustainable precinct-wide
(A1, D1 ,D4*) infrastructure including power,
• Provide dedicated back-of-house water, waste management and
facilities for this quarter. recycling systems.
• Resolve conflicts between • Improve ventilation and
service vehicle movements climate control.
and public access. • Improve lighting and
• Improve access for delivery and directional signage.
waste removal including new Activated street edge
loading dock, off-street loading • Investigate opportunities for uses
areas, wash-down and storage. within existing structures and
• Improve trader facilities including new buildings to make adjoining
showers, toilets, breakout space streets more active and safe.
and storage.
• Improve waste management
facilities including fish offal
freezing room.
* See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 19Q2
KEY MAP
Quarter
TWO
VISION - FUTURE STATE Priorities
→ Resolve conflicts between forklift
Fixed trading stalls in open sheds, and other service vehicles and
public access.
sheltered in a structured perimeter
→ Improve access for delivery
to surrounding streets including off-street loading and
break-down areas, wash-down
The experience of shopping with favourite fresh service and storage facilities.
produce and general merchandise traders in → Create high quality fixed stalls.
the Victorian sheds is sustained with modern → Improve trader facilities including
showers, toilets, breakout spaces
infrastructure that ensures the market’s viability and storage.
and reduces the intrusion of service vehicles into → Improve waste management
public areas. A built perimeter comprising the facilities with a focus on
organic waste.
Victoria Street shops, F Shed and the old cemetery
→ Develop sustainable precinct-wide
wall, and new buildings along Peel and Queen infrastructure.
streets shelters the open sheds and provides
activity onto surrounding streets.
20 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANKey
improvementS
Victoria Street shops and
Shed A (B2*)
• Improve separation of public
access and service areas.
• Activate the adjoining street
spaces seven days a week.
• Improve opportunities for
street trading.
• More flexible and viable
shop spaces.
Sheds A-E (B3, B4, B7*)
• Focus on food offer including
fruit and vegetables, with
complementary mix of
non-food offers.
• Maintain open-air atmosphere
while providing adaptable
weather protection.
• Improve facilities for fixed trading
stalls in open sheds including
convenient access to refrigerated
storage, and reticulated utilities.
• Allow for servicing but minimise
the presence of vehicles during
public access hours. Queen Victoria Market Precinct Renewal - Quarter 2 Plan
• Make street edges and other key
pedestrian routes active seven
days per week.
F Shed and E Shed (B5*)
Infrastructure upgrade (D3*)
• Improve sustainable precinct-wide ISSUES
• Develop an integrated treatment
of Sheds E and F as a pedestrian
infrastructure including power
(such as photovoltaic panels on
TO BE RESOLVED
thoroughfare linking Peel Street shed roofs), water, waste and
and Queen Street. recycling systems. → Potential to scale up fruit
and vegetable distribution
• Provide for seven days per week • Improve lighting and
to local businesses.
activation with retail spaces and directional signage.
licensed areas. Public amenities (E2*) → Options for service and storage
• Provide seasonal weather facilities, including above or below
• Provide accessible public
protection. ground (in areas outside the
amenities for this quarter
former cemetery).
Back-of-house: trader amenities, (separate from traders’ amenities)
delivery and waste management with baby/adult change facilities. → Options to include customer and
facilities (D1, D2, D4*) other parking as an alternative
Enhance heritage character
• Provide dedicated back-of-house or supplement to parking on the
• Respect the former cemetery, Corner Queen and Therry streets
facilities for this quarter. including the remnant cemetery in Q4.
• Resolve conflicts between wall and Aboriginal section
forklift and other service vehicle near F Shed. → Options to improve weather
movements and public access. • Minimise excavation and potential protection and street activation
• Improve access for delivery disturbance of remaining burials. along edges of open sheds.
including off-street loading and • Recognise the market’s history
break-down areas, wash-down with artwork and signage. → Sustainable options for climate
and storage. control in open sheds.
• Improve trader facilities including Customer parking –
showers, toilets, breakout space potential option (E1*) → Finalise the retail mix.
and storage. Activated street edge
• Improve waste management • Investigate opportunities for uses
facilities especially focusing within existing structures and
on green waste. new buildings to make adjoining
streets more active and safe.
* See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 21Q3
KEY MAP
Quarter
Three
VISION - FUTURE STATE Priorities
→ Develop specialist back-of-house
Changing – daily, weekly, seasonally amenities.
– markets and events in open-air → Upgrade infrastructure to support
events including alternative market
sheds and plaza operations and arrangements.
Market sheds and a new public open space in → Upgrade waste management
facilities.
combination are a unique indoor/outdoor setting → Develop sustainable precinct-wide
for day and night markets, seasonal markets, infrastructure.
specialty markets and other public events in
a varied program of activity. This makes for a
continuously changing Queen Victoria Market
– a destination for special occasions as well as
for everyday shopping. A new Queen’s Corner
building helps to activate the new open space,
and provides a home for visitor services.
22 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANKey
improvementS
K & L Sheds, J Shed and
String Bean Alley (B6, B8*)
• Enhance J Shed as a pedestrian
connection and continue to
support flexible market trading.
• Enhance K & L Sheds as a large,
flexible, market and event space.
• Create an interface with the
open space that supports indoor/
outdoor activities.
• Provide for loading and unloading
for traders and events but no
permanent parking. NEW FRANKL
• Provide weather protection and a
IN STREET
buffer to traffic along Peel Street.
• Activate the adjoining street
spaces seven days a week.
Open space (C4, F1, G1*)
• Support large-scale programmed
markets and events with
appropriately scaled open space.
• Create spill-out areas and outdoor
facilities for uses in the Queen’s
Corner building.
• Provide recreational opportunities Queen Victoria Market Precinct Renewal - Quarter 3 Plan
that complement Flagstaff Gardens
and cater to market patrons and
• Create active frontages to all streets. • Recognise the site’s history
the local community, including
• Create new public pedestrian with artwork, signage and
students and families with children.
links through the block. landscape features.
• Provide spaces for health and
wellbeing activities, informal Back-of-house: trader amenities, Customer parking –
recreation and casual use, with delivery and waste management potential option (E1*)
public seating and shade. facilities (D1, D4*)
Tourist/school group bus stop
• Develop an integrated design for • Provide dedicated back-of-house
the new open space and New facilities for this quarter and the Activated street edge
Franklin Street. wider market, focused on support • Investigate opportunities for uses
• Support environmental objectives for market events, changing facilities, within existing structures and
including management of shower rooms, trader storage, and new buildings to make adjoining
stormwater runoff, and increased events furniture storage. streets more active and safe.
tree canopy cover and shading. • Upgrade infrastructure to support
various alternative market operations Public amenities
Queen’s Corner building
and arrangements, and events.
(D5, E2, F1, G1, H4, H5*)
• Upgrade waste management
• Accommodate a Victoria Visitor
Centre, with potential for a range
facilities with a focus on ISSUES
of other services.
• Provide active retail street edge,
requirements for food vendors,
events and night markets. TO BE RESOLVED
and hospitality to support use of Infrastructure upgrade (D3*)
the new open space. • Improve sustainable precinct-wide
→ Options for uses of the new
open space.
• Provide accessible public infrastructure including power,
amenities for this quarter water, waste and recycling → Options for adaptive re-use
(separate from traders’) with systems. of the Franklin Street stores.
baby/adult change facilities. • Improve lighting and
directional signage. → Options for uses and activities
Franklin Street stores and within the Queen’s Corner building.
southern development site (H2*) Enhance heritage character
• Retain and adaptively re-use the • Improve the presentation of the → Options to include customer and
or other parking in the southern
Franklin Street stores. former cemetery wall.
development site as an alternative
• Undertake a mixed use development, • Minimise excavation and potential or supplement to parking on the
guided by the City of Melbourne’s disturbance of remaining burials in Corner Queen and Therry streets
Housing Strategy, with public and the area of the former cemetery. in Q4.
private sector organisations.
* See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 23Q4
KEY MAP
Quarter
FOUR
VISION - FUTURE STATE Priorities
→ Provide customer car parking
Mixed-use development, fine-grained to replace existing spaces in
the open-air car park.
retail, hospitality and community
→ Create active frontages
facilities complementary to Queen complementing market activities.
Victoria Market → Create childcare facility
and family hub.
Unique specialty shops, high quality cafes → Enhance the character of Therry
Street as a part of the market
and other hospitality services add to the heritage precinct.
Queen Victoria Market Precinct’s retail offer,
→ Respond to the pedestrian scale
while community facilities, apartments and of the market environment.
offices bring life to the neighbourhood.
24 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANQueen Victoria Market Precinct Renewal - Quarter 4 Plan
Key ISSUES
improvementS TO BE RESOLVED
→ Access and egress arrangements
Mixed use redevelopment Mid-block link for the car park and for servicing
• Create active frontages to all • Create a new mid-block public and waste management.
streets including ground level pedestrian link from Franklin
up to level five, potentially with Street to Therry Street, activated → Capacity for on-site car parking.
accessible balcony verandahs. by retail frontages.
• Accommodate hospitality and → Options for community uses
Infrastructure upgrade (D3*) within the new development.
retail tenancies that complement
the market. • Improve sustainable precinct-wide
infrastructure including power,
• Undertake a mixed use
water, waste and recycling
development, guided by the
systems.
City of Melbourne’s Housing
Strategy, with public and private • Improve lighting and directional
sector organisations. signage.
• Accommodate community uses Customer parking –
potentially including childcare, potential option (E1*)
family hub, civic meeting places,
galleries and studio spaces. Community hub
• Provide car parking spaces for Enhance heritage character
Queen Victoria Market customers.
• Incorporate environmental Activated street edge
initiatives such as vertical • Investigate opportunities for uses
and roof gardens. within existing structures and
• Integrate the Mercat Cross new buildings to make adjoining
Hotel and other heritage streets more active and safe.
structures as appropriate into
the redevelopment of the site.
• Recognise the legacy of the
Munro family.
* See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 25MARKET
KEY MAP
CROSS
VISION - FUTURE STATE Priorities
→ Provide improved pedestrian
One of Melbourne’s great access and safety.
public and local places → Resolve conflicts between service
vehicles and public access.
Welcoming and full of urban life, Queen Victoria → Improve amenity and provide
public seating and respite spaces.
Market’s public spaces encapsulate qualities that
make our city liveable – year in, year out – within
a variety of pedestrian-friendly streets and plazas.
These open spaces interconnect, help to define,
and add value to the different trading areas of the
market while providing for a growing community.
26 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANQueen Victoria Market Precinct Renewal - Market Cross Plan
Key
improvementS
Queen Street between Victoria Therry Street and Queen Street, J Shed
and Therry streets (C2*) between Therry and Franklin • Enhance J Shed as a pedestrian
• Enhance as a public space for streets (C1, C3*) connection and continue to
casual use with opportunities • Enhance as a public space support flexible market trading.
to gather, eat and relax. for casual use and small scale
New pavilions for customer
• Accommodate temporary market programmed events with
services (E3, E4*)
stalls and programmed events. opportunities to gather, sit,
• Remove parking and vehicular eat and relax. Bike parking
traffic. • Minimise vehicular traffic,
eliminate through traffic, and Public seating
• Separate service vehicle
operation from public activity. increase pedestrian space. Infrastructure upgrade
• Increase shade and public • Separate service vehicle • Improve sustainable precinct-wide
seating. operation from public activity. infrastructure including power,
• Increase shade and public water, waste and recycling
seating. systems.
• Remove the existing toilet building • Improve lighting and directional
(to be replaced elsewhere). signage.
• Provide bicycle parking.
* See indicated section of Strategic Brief for details QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLAN 27CITY
KEY MAP
GRID
VISION - FUTURE STATE Priorities
→ Remove unsafe roundabouts.
The best of Melbourne’s city streets
→ Improve accessibility to the
market by tram.
Queen Victoria Market connects seamlessly
into the surrounding city with its tree-lined streets. → Increase provision of space for
walking and pedestrian activity
Streets prioritise different modes of transport – throughout the precinct.
walking, public transport, cycling and cars – with → Improve provision for cycling
including on-street paths and
space allocated accordingly to these priorities. parking facilities.
Pedestrian capacity and amenity is increased → Improve streetscape amenity
throughout the precinct, supporting higher and greening.
density development and access to the market.
All streets are attractive public places enriched
by adjoining land uses.
28 QUEEN VICTORIA MARKET PRECINCT RENEWAL MASTER PLANYou can also read
