The Urban December 2013

DECEMBER13

UDIA Awards for Excellence ALL THE WINNERS Page 11-29

THE OUTLOOK FOR VICTORIA Pages 8-9

The Urban Alert Page 46

VICTORIA

ISN’T IT ironic JOHN CICERO [UDIA VICTORIA PRESIDENT] A GREAT song from Alanis Morissette, that I use to describe my initial thoughts on Plan Melbourne. It’s ironic that apparently we live, and have in the past lived, in the world’s most liveable city, but there seems to be a continuing debate on how Melbourne should develop. We have obviously been doing something right in the past!

Plan Melbourne, in many respects, is much of the same. It continues some of the sound and fundamental planning outcomes which no doubt have assisted Melbourne receiving the accolades that it has of recent time.

For me, it continues to be the implementation of any new strategy as much as it was for any previous strategy that is the challenge moving forward. To that end, the new Metropolitan Planning Authority, (or the cynics might say just a revamp of the GAA) is a great opportunity to de-politicise much of the implementation issues that we currently have and have had in the past.

If it is left to local councils to substantially be the delivery agent for any new plan, then its implementation will suffer to the detriment of the wider community.

I found the following passage probably the most useful in the whole document.

“Quite central to these further reforms will be the development of a changed program shifting the focus of planners from a regulatory mindset under the current system to a facilitative mindset that encourages development consistent with the Directions of the Strategy and Regional Growth Plans”.

This will require a fundamental shift in the mindset, particularly of the decision makers at council. Quite frankly, I doubt whether it will happen, and therefore, I repeat my call for a deregulation of the planning system so that the private sector can be involved in the processing of both planning permit applications and rezoning requests to the point where a report is presented to the relevant decision maker.

The decision maker then has a set period of time, say 30 days, within which to accept or reject the recommendation made to it, and if it does not do so within the required time, then it is deemed to have accepted the recommendation.

It is fanciful to suggest that in the political system that local government planners - in particular - operate, that they have the freedom, resources or technical capabilities to deliver a facilitative rather than a regulatory approach to matters.

The major criticism I have of Plan Melbourne, is what can only be described as a political aspiration of delivering at least 50 per cent of all land zoned residential into Neighbourhood Residential Zones. Effectively, this means closer to 80-90 per cent in our middle ring established suburbs, where in other sections of the plan there is a clear direction for more development to occur.

A cornerstone of Plan Melbourne is to encourage development in urban renewal areas such as Fishermans Bend. Yet the vision for Fishermans Bend as published by the government for comment (remember, Fishermans Bend 2 urbanAFFAIRS | DECEMBER13

is now in a Capital City Zone - i.e. the “go go zone” under the Melbourne Planning Scheme) provides for heights of between four storeys and 18 storeys on sites where developers have been encouraged by the department to submit applications, which indeed, they have, for development of up to 40 storeys.

This is not a visionary document. It is a reactionary document to a minority view that argues against height.

In relation to our growth areas there is not much that is new in Plan Melbourne. There is a discussion about infrastructure but clearly the provision of infrastructure will very much occur in the context of the government’s strong position not to do anything that might jeopardise Victoria’s AAA ratings.

While I can understand that, it simply means that this government, together with the new Federal Government and its “Infrastructure Prime Minister” must agree upon ways of funding infrastructure that will not impact upon the AAA rating of both State and Federal governments.

If not, the response will be the Wyndham City Council’s response recently put to the Panel Hearing Submissions on two PSP’s in Wyndham West that lot release should be tied to the provision of road infrastructure and that every land owner/developer will be required to pay 25 per cent of the contributions payable by them in relation to roads for all of their land holdings in the PSP area, prior to the issue of a Statement of Compliance for the first stage of the subdivision of those holdings. So if you have a land holding of 100 acres and the road contribution under the DCP for that land holding is $10 million, $2.5 million will need to be paid for the release of a Statement of Compliance for the first stage of the subdivision of that land!

How much more financial impost can be imposed upon the purchases of lots in the growth areas?

I recently met with Federal Environment Minister Greg Hunt to discuss the Biodiversity Conservation Strategy and the financial imposts under that strategy. Many land owners are disputing the extent of native vegetation mapping under the time stamping process that DEPI (previously DSE) went through.

The point I made to the minister is that, at no time has there been an opportunity for land owners to test the outcome of the time stamping process by DEPI before any independent person or body. The minister was sympathetic to that, but in the context of what he referred to as the “dual green light”.

In other words, even though he was prepared to countenance the inclusion of wording in a PSP which would give a right in a land owner to dispute the extent of the mapping of vegetation or threatened species habitat on his land, I doubt very much whether such a process would be implemented without the support of the Victorian State Government.

To that end, I am seeking an urgent meeting with both the Planning Minister and the Environment Minister to advance this issue. As always, I would welcome any input from members on the matters I have discussed above and any other matters that are of concern or of interest to you.

contents 2

Isn’t it ironic

4

Stop the world I want to get off

6

Plan Melbourne - just another metropolitan planning strategy?

7

Growth on horizon, but more needed

8

Victoria’s housing outlook

10

What’s driving Melbourne’s new land market?

11

Awards boast wide embrace

12

Awards for Excellence 2013

30

Sowing seeds for 2014

34

The online opportunity growth curve- Where are you sitting?

35

Alternative water projects for City’s West

36

Plan Melbourne - “A state of cities”

40

New developments on tour

42

An online off-the-plan sales platform for B2B

43

A true young professional

44

A rich history for a new site

45

National environmental approvals reform a work in progress

46

The Urban Alert

48

Environmental focus delivers better outcomes

49

The real value of public relations

50

Formal fashion flashback

52

Behaving badly: What mystery shoppers think of your service

53

Directory

54

Tapping tomorrow’s potential today

55

2014 Calendar of events and UDIA new members

Published By: DECEMBER13

Star News Group Pty Ltd Cnr Army Rd & Princes Highway, Pakenham, VIC 3810 Editorial: Kylie Mannix Ph: 03 9832 9600 E: kylie@udiavic.com.au

UDIA Awards for Excellence

Advertising:

ALL THE WINNERS THE OUTLOOK FOR VICTORIA Pages 8-9

The Urban Alert Page 46

VICTORIA

cover : Napoli Park, Providence: Pask Group

Paul Bewicke Ph: 5945 0666 E: udia@starnewsgroup.com.au

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Page 11-29

DECEMBER13 | urbanAFFAIRS 3

‘STOP THE WORLD I WANT TO GET OFF’ planning FAILS THE FUTURE TONY DE DOMENICO [UDIA EXECUTIVE OFFICER] THE ‘Stop the World I Want To Get Off’ planning strategy championed by some fails to recognise the destruction and social disintegration such policies can have on our community and environment, which needs an orderly, balanced socially and economically responsible long-term vision.

The simplistic approach, ‘Sydney Full’ cry from Bob Carr, the Premier of New South Wales in 2000 when Sydney had passed the four-million mark, reflects the ‘Stop the World I Want To Get Off’ planning approach.

This poorly considered comment splashed across the front page of Sydney’s major newspapers was detrimental to the NSW people and its economy as the NSW State Government failed to understand the complexity and impact of just closing the door on a growing population and sent Sydney backwards for a decade.

With Victoria’s population expected to grow from 5.6 million to 7.3 million over the next 20 years there is pressure for new housing across Victoria.

The announcement of a 40-year plan for Melbourne by the current Victorian Government has taken into account the fact 1101518-SL49-13

that Victoria’s population will continue to grow, and in fact Melbourne will replace Sydney as Australia’s largest city.

Placing Plan Melbourne on the table for discussion and taking such a long-term outlook on planning in Victoria is both a responsible and necessary approach to create a platform for extensive and considered community consultation to create a long-term vision for Victoria and future generations.

No planning strategy will please everybody, however a failure to engage in constructive dialogue on the Plan Melbourne by being negative without putting forward feasible and practical solutions will not contribute to the debate Victoria has to have over its future planning.

The reality is Victoria is facing major challenges and needs to develop a long-term plan to cope with population growth, create employment opportunities, provide for infrastructure and do so sustainably.

This is a far better approach then the revolving door fiveyear planning reviews we have had in the past decade where planning has been in a constant state of flux and a major sector of the Victorian economy has operated in a framework of uncertainty with many projects in limbo for years.

This results in a loss of investment in Victoria and flows onto impact on employment in the housing and construction industry as projects in the pipeline are delayed or do not go ahead.

When implemented, Plan Melbourne should provide a clear picture of where future development is planned and encouraged and protect areas where development is not considered appropriate.

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These same critics ignore the fact that Melbourne continues to be acknowledged as the world’s most liveable city by international experts it tells me that we must be doing something right. But we should not hibernate into a comfort zone.

In such a campaign the development industry is an easy target for a cheap shot; however the industry responds to market pressure and the needs of a rapidly growing Victorian community which requires housing, apartments, commercial premises and infrastructure built.

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DECEMBER12 | urbanAFFAIRS 5

PLAN Melbourne - JUST ANOTHER METROPOLITAN PLANNING STRATEGY? LUCY BOTTA [UDIA POLICY DIRECTOR] PLAN Melbourne, the new Metropolitan Planning Strategy was released by the Minister for Planning Matthew Guy in October 2013. One could be forgiven for thinking: Here we go again, just another strategy that will gather dust on our shelves.

Over 10 metropolitan strategies have been released by successive governments since the first plan for Melbourne was done in 1954 (Melbourne Metropolitan Board of WorksMMBW) including Shaping Melbourne’s Future (late ’80s) and Melbourne 2030 released in 2003 with its update, Melbourne @5 million, in 2008. Has Melbourne’s urban form really changed because of those strategies?

Melbourne has grown exponentially over the past 150 years.

The population is currently at just over four million people with a projected growth of potentially 2.5 million people by 2050.

Each metropolitan strategy has attempted to deal with the very big challenge of accommodating future projected growth.

In 1954, when the first plan was released by MMBW, Melbourne did not extend much beyond the inner and middle suburbs, with some development along the existing train lines.

In 1967, the idea of establishing satellite cities at Melton and Sunbury was born and by 1971 the metropolitan plan took the first comprehensive look at the constraints that surrounded Melbourne and adopted a corridor approach to urban growth, creating green wedges in between the corridors. This was later followed by the designation of 14 district centres in 1981 (e.g Dandenong and Greensborough) to accommodate employment growth. This idea of district centres was also the focus of Shaping Melbourne’s Future in 1987.

The notion of employment clusters in Plan Melbourne is a new concept and it nominates six clusters: Parkville, Monash and Dandenong South are nominated as existing clusters and three emerging clusters of La Trobe, East Werribee and Sunshine.

These centres are the focus of employment growth in Melbourne together with eight regional areas to take the pressure off Melbourne to accommodate future population growth. Areas nominated for growth do have the potential to shape the future urban landscape of Melbourne and the regions of Victoria. The corridor plans of the ’70s certainly channelled growth into the designated corridors as the green wedges didn’t allow for extensive urban development. But can planning determine where employment growth occurs just by nominating the areas without supporting infrastructure and a statutory framework that allows it to occur easily? This is highly doubtful.

A new Metropolitan Planning Authority has been established to implement the many initiatives within Plan Melbourne.

Is this truly an authority though? It’s the new name for the Growth Areas Authority and will take a handful of staff from the Department of Transport, Planning and Local Infrastructure to work on Plan Melbourne. No legislative changes have been made to actually give the authority any decision-making 6 urbanAFFAIRS | DECEMBER13

powers, all decisions still need to be made by the Minister for Planning. There is no significant budget allocation and Treasury still determines what infrastructure is funded. An authority with a good budget and decision-making capability will remove the political element that has crept into planning over the past 20 years where it is now planning by politicians rather than planning by qualified professionals.

This is why it’s doubtful that any significant change will occur as there is no clear commitment in the plan to fund new transport infrastructure. Certainly the Melbourne Metro Rail Tunnel and the South Eastern Rail Link are clearly outlined as initiatives, but the Metro Tunnel is referred to as “potential” on the accompanying map and there is no reference at all to the South Eastern Rail Link - does this sound like a real commitment?

Furthermore, to choose one part of the strategy that will rely on infrastructure provision for success; how will growth in the regional areas happen without good rail or road infrastructure?

While most of the six peri-urban towns nominated have rail access, the services are infrequent (hourly in some cases) and Wonthaggi does not have rail access at all.

To highlight the importance of good access, nothing happened in parts of western Melbourne until the Western Ring Road was constructed. Upon completion, a plethora of new businesses and industries were established along the length of the ring road spurring the local economy.

The statutory planning framework also needs to be established to enable business to locate easily within the regional areas.

This does not yet exist, as neither the strategic planning nor the statutory planning controls have been done to allow fast implementation.

Perhaps the bigger question is that even if the rail and road infrastructure and the statutory framework are put in place, why would new business locate in these regional towns when there is land availability for new industry within the six employment clusters close to the Melbourne CBD? It is good to have a vision and Plan Melbourne is a vision for 40 years, but the hope is that it isn’t just another strategy that will disappear the next time a new state government is elected. Time will tell.

GEELONG REGION CHAPTER

Growth

ON HORIZON, BUT MORE NEEDED

KIRSTEN KILPATRICK [CHAIR OF GEELONG REGION CHAPTER]

THE City of Greater Geelong could, at the moment be represented as a double sided coin. On the one hand it is preparing itself for a tidal wave of change. Not only is it transforming before the eyes of existing and soon-to-be residents through the changing landscape of Armstrong Creek, it is also looking for a new leader after its first directly elected mayor Keith Fagg resigned for health reasons after less than a year in the job.

Constituents have a lot of candidates to choose from: 16 personalities from the area have nominated to be next leader including Darryn Lyons, local entrepreneur and developer (also known as Mr Paparazzi); former Federal and mayoral candidate Stephanie Asher; and former mayors John Mitchell and Ken Jarvis. Planning and development issues are clearly on the agenda for most candidates.

Armstrong Creek’s newest development, Armstrong by Villawood, was approved in April and expands the housing options beyond Waralily. The planning for the town centre is nearing its final stages (it will be considered by a panel in November 2013) and key retailers are eager to move in.

Other precinct planning activities are also well advanced. The Keystone Business, also in Armstrong Creek, is a mixed use/ employment precinct and will be home to the new Geelong Cats training venue.

In 2012, the Vision 2 project brought local, national and international expertise to Geelong to ‘fix’ central Geelong (Vision 1 was the redevelopment of the waterfront in 1990s).

The council, Deakin University, Committee for Geelong and State Government, stepped in to boost the ailing central business area. A vision, centred around a green spine and pedestrianisation, was released to the Geelong community.

The next phase of the Vision 2 is underway.

The Central Geelong Taskforce, includes planning, property and development experts, is now identifying how the Vision 2 can be delivered. A recent workshop, attended by over 100 residents, property owners, developers and also UDIA members, suggested actions to boost the city centre including parking reforms, cycling, increased densities and so on.

And now we get to the other side of the coin: The G21 Regional Growth Plan (April 2012) sets a long-term vision for the wider region, but most of the development pressures will be in Geelong and Torquay. If Geelong really wants to be a world-class city, it should be aspiring for a population well beyond its regional target of 500,000 people by 2050 (the current population is around 280,000 people). In this long-term vision for the G21 Region (Geelong, Surf Coast, Queenscliffe, Golden Plains and Colac Otway councils), two further investigation areas are identified.

The G21 Regional Growth Plan Implementation Plan (released for public comment in July) recommends only one

new growth front and not for 20 years. All other residential development, it is proposed, is channelled into existing zoned and strategically identified areas; and infill development sites.

The UDIA position is that the investigation areas should be made available now for residential development and the market should determine its timing. Sources indicate that infrastructure funding is a key reason for discouraging new development fronts in the Geelong region.

The G21 Plan is more than just planning for the next growth area; it also sets priorities for economic development and infrastructure provision. The GREP (the key regional employment precinct) sets a target of 10,000 jobs. There is plenty of land available (some of which is owned by the council), but it has been slow to attract big investors. There is certainly a lot of pressure on Russell Walker, the new executive director, Enterprise Geelong, to translate this vision into reality.

Plan Melbourne, is essentially a strategy to manage Melbourne’s growth, suggests that regional Victoria has a role in rebalancing Victoria’s growth. Geelong, as Victoria’s largest centre, is well positioned to accommodate more people. Key elements, including Vision 2, Avalon Airport and the Port of Geelong gained specific references in Plan Melbourne. Most importantly, Plan Melbourne will necessitate that Geelong and the other G21 councils will need to reconsider its position to meet the future demand of accelerated growth.

Apart from some of the bigger picture issues on the agenda in Geelong, a few recent noteworthy planning decisions have emerged: · Surf Coast Shire exhibited Amendment C66 and removed the long-held strategic planning policy which supported residential development in the Spring Creek corridor. The panel has recommended this part of the amendment not proceed and the Urban Growth zone is applied to designated areas. The council is currently considering the panel recommendations. Kate Sullivan, the recently appoint director, planning and environment has a challenging job ahead. · A key issue has emerged during the planning stages of a new project at Lara West, an area to the north of Geelong.

A high pressure gas pipeline crosses the land and following the amendment process, the Australian Pipelines Association (APA) now require a buffer is applied (around 500 metres) combined with strict controls around the densities and land uses. This issue may have emerged in Geelong, but the panel’s position will have industry-wide ramifications and the UDIA are working to identify an improved industrywide response.

Geelong is resilient and more people are moving to all parts of the region. The UDIA Geelong Region Chapter will continue its advocacy and support networking opportunities. For further inquiries, please contact me at kkilpatrick@tract.net.au Note: This article has been prepared with the assistance of all members of the UDIA Geelong Region Chapter.

DECEMBER13 | urbanAFFAIRS 7

VICTORIA’S housing OUTLOOK LOCATION OF NEW HOUSING

ANDREW PERKINS [NATIONAL HEAD OF RESEARCH, OLIVER HUME GROUP]

ACTIVITY in the Victorian housing industry has grown rapidly over the past 16 years.

Total activity, including work done on renovations as well as on new housing, has more than doubled, from $8.9 billion to $21 billion. The trend rate of growth, of 4.5 per cent a year, has been much stronger than the 3.3 per cent rate of national economic growth.

Growth over the past five years has also been strong mainly because of the rapid and sustained increase in multi-unit construction. The volume of work done on multi-units - flats, units, apartments and terrace houses - increased from $2.1 billion in 2007/08 to $5.7 billion in 2012/13, a rise of 172 per cent. Over the same period, work done on new houses increased by eight per cent and on housing renovations by only four per cent. Work on houses actually fell by nine per cent in 2011/12 and by a further five per cent in 2012/13.

IN THE YEAR TO MARCH 2013, VICTORIA’S POPULATION GREW BY 102,000: THE BIGGEST INCREASE IN FOUR YEARS. WHERE DO WE GO FROM HERE?

The outlook for housing in Victoria has improved significantly over the past six months. Not only has population growth accelerated, but lower interest rates and rising incomes have made housing more affordable, and rising home prices have encouraged buyers back into the market. According to Australian Property Monitors, house prices in Melbourne rose by 6.1 per cent over the year to June, and unit prices by 4.2 per cent.

POPULATION GROWTH

In the year to March 2013, Victoria’s population grew by 102,000: the biggest increase in four years. Natural increase - the excess of births over deaths - reached 40,000; we attracted a few more people from other states than left to live elsewhere in Australia; and nett overseas immigrations increased by 12 per cent to 58,500.

Over the past decade, Melbourne’s population has been growing more than twice as fast as regional Victoria’s: by 1.8 per cent a year compared with 0.8 per cent a year. As a result, 4.25 million people, or nearly 76 per cent of Victoria’s population of 5.63 million, now live in Melbourne, compared with 74 per cent in 2002.

Melbourne’s population has grown by 703,000 over the decade. Most of the increase has been in the outer and fringe suburbs: 82,000 or 12 per cent in the outer suburbs, and 359,000 or 51 per cent in the local government growth areas of Casey, Cardinia, Melton, Wyndham, Whittlesea and Hume.

8 urbanAFFAIRS | DECEMBER13

An examination of the changes in the ring location on new housing in Melbourne over the last decade shows less change than one might have thought.

At the beginning of the decade, a third of new housing was located in the central core and inner suburbs of Melbourne, 16 per cent in the middle ring of suburbs, and 51 per cent in outer and fringe suburbs. A decade later, the proportion in the central core and inner suburbs had risen to 38 per cent and the proportion in the outer and fringe ring had fallen to 46 per cent. The middle suburbs’ share had remained steady at 16 per cent.

The trend in the seven years to 2009/10 was more markedly towards the outer and fringe suburbs. Their share of approvals rose from 51 per cent to 58 per cent, while the share held by the central core and inner suburbs fell from 33 per cent to 26 per cent. The middle ring continued to be the location of 16 per cent of new housing. This trend would have upset the Melbourne 2030 planners who aimed for the outer ring’s share to fall to 50 per cent over the 10 years to 2011, with the central and inner rings’ shares rising to 34 per cent. The boom in inner-city high-rise approvals over the past three years has seen a reversal of the trend towards the outer and fringe suburbs that characterised the first seven years of the decade.Both put recent developments into useful perspective: the outer and fringe suburbs remain the choice of most buyers of new housing, and the recent boom in innercity housing is not some new phenomenon, rather another cyclical upturn in a volatile apartment market.

REQUIREMENT FOR NEW HOUSING

Recent and forecast population growth, along with demolitions of some 5000 dwellings a year and demand for around 6000 new holiday homes a year, generates an underlying requirement for some 50,000 dwellings this year and for each of the following two years.

With starts in 2012/13 estimated to have been 49,000, and with virtually no pent-up demand, it is unlikely that starts will increase much over the next three years. And whatever the need might be, if new housing is not affordable it will not be built; and even if it is affordable, if potential buyers are not confident they can meet their mortgage payments, they will not buy. So starts could fall well below 49,000.

AFFORDABILITY AND CONFIDENCE

On both counts, however, conditions have improved. In the June quarter of 2013, affordability, as measured by the ratio of median family income to the average loan repayment, was 11 per cent higher than a year earlier, and higher than at any time over the last three-and-a-half years.

That is not to say that for many, and especially for first home buyers, affordability is not still a problem - which is why some are choosing to buy small inner-city apartments rather than houses.

Confidence has improved too. Buoyed by the election result and by the August rate cut, consumer confidence increased by 4.7 per cent in September to be the highest since December 2010. More important, the ‘time to buy a dwelling’ index increased by 6.4 per cent. At that level it was 13.7 per cent higher than a year earlier and 18 per cent higher than its long-term average.

The historically high level of household debt, a rising rental vacancy rate, and increasing unemployment should prevent any excessive exuberance. But we doubt that starts will fall, and are forecasting that they will stay at around 50,000 a year over the next few years: much higher than in any other state.

Extract only: Further details can be obtained from a.perkins@oliverhume.com.au

Oliver Hume Real Estate Group is the marketing agent behind more than 65,000 residential products along the eastern seaboard of Australia, representing Australia’s leading public and privately listed companies. In Victoria alone, over the past 13 years Oliver Hume Real Estate Group has successfully delivered more than 230 residential projects. It has offices in Melbourne, Brisbane, Gold Coast and the Sunshine Coast and is active in land, medium density and high-rise market segments.

Andrew Perkins

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DECEMBER13 | urbanAFFAIRS 9

WHAT’S dri ving MELBOURNE’S NEW LAND MARKET?

BY COLIN KEANE [DIRECTOR OF NATIONAL LAND SURVEY PROGRAM]

THE Melbourne new land market for the September 2013 quarter posted its best sales result since early 2011. The latest research from the National Land Survey Program (NLSP) shows Melbourne selling on average 926 lots per month (September 2013 quarter). The September result is a 42 per cent improvement on the prior quarter and represents a level of activity which is equal to underlying demand.

The Melbourne new land market has been struggling for the past two years - it is therefore an opportune time to assess the factors which have contributed to the turn-around in sales. As with all property sectors, the performance of the residential land market is influenced by indirect factors (nonindustry-related) and direct factors (industry-related).

Stock is still at a record high. However the industry has been able to get the most important factor back to its right position; that is price.

Based on research from the NLSP there is a clear correlation between the median lot price and volume of land sold. For Melbourne the average purchasing capacity for first home buyers is $405,000 suggesting that $202,500 is likely to be the upper price point for the land component.

In June 2013 after two years of price discounting, the Melbourne median lot price fell below $200,000. It wasn’t until this price point was broken that the market experienced an improvement in nett sales.

The September 2013 quarter saw the median lot price hold steady at $196,000 and land sales improve by 42 per cent.

INDIRECT FACTORS INFLUENCING THE LAND MARKET

When it comes to indirect factors influencing the performance of the new land market the major ones are: migration flows, cost of finance, confidence levels, grants and the performance of the established housing market.

Currently, most of these indirect factors are set in favor of promoting land sales. Interest rates are at record lows.

Established housing market has become less affordable (forcing a greater share of demand to consider new product).

Consumer and business confidence is sound. With the exception of the government grants all other indirect factors are acting to stimulate demand.

Of the five major indirect factors there is one which tends to operate according to its own rules; nett migration. Nett migration flows will impact the market independent of the current local fundamentals. The other factors tend to have a ceiling in terms of their impact, that is, low cost of finance, government grants and confidence around future earnings can be ineffectual where property prices are simply too expensive. Nett population growth brings with it new demand and in most cases a separate set of purchasing considerations. This was clearly evident throughout the global financial crisis where the local fundamentals were negative and yet strong nett migration flows into Melbourne pushed the market upward.

The role that nett migration is currently playing cannot be overstated. Latest ABS figures, as at March 2013, indicate that Victoria has been experiencing an increase in both nett overseas and interstate migration. The current volume of people entering Victoria is yet to reach the highs experienced in 2008/09; however, the trend is suggesting that the residential new land market may yet benefit from this factor.

DIRECT FACTORS INFLUENCING THE LAND MARKET

There are a number of direct factors which will impact on the performance of the land market: pricing, product mix, stock levels and level of competition. In summary, most of these factors are currently weighing the sector down. Product mix is very limited. Level of competition is in some parts extreme.

10 urbanAFFAIRS | DECEMBER13

IT IS THEREFORE AN OPPORTUNE TIME TO ASSESS THE FACTORS WHICH HAVE CONTRIBUTED TO THE TURN-AROUND IN SALES

The decline in land sales began mid-2010 when the median lot price first exceeded $200,000 and this continued for the next two years. Finally after 26 months, the median lot price is now in line with the current average purchasing capacity for first home buyers.

MARKET OUTLOOK

In summary, the current performance of the Melbourne new land market, albeit strong, gives the impression that there may be a hidden weakness. That sense of weakness will be coming from a lack of confidence around pricing and the ability to push price points higher. This will be a growing tension with many developers who have secured new supply over the past five years and are now looking to redeem that cost through higher retail land prices.

A factor which may mitigate this weakness could be the improvement in nett overseas migration levels and nett interstate migration levels. With land sales lagging migration inflows by up to 18 months the full potential of the past 12 months migration inflows will not be felt until early 2014.

However, the lesson learnt over the past five years is that market success is first and foremost dependent upon the alignment of price with purchasing capacity. All other factors are secondary and under some scenarios ineffectual. The forward performance of the land market will largely be determined by how developers respond to the current level of success. Unlike the previous market boom this one is less likely to provide opportunity to push price, continued market performance will rest more on improving product range and mitigating the stronger levels of industry competition.

AWARDS BOAST WIDE embrace THIS year’s UDIA Awards for Excellence, saw some dramatic changes in the types of projects entering.

awarded the Order of Australia (OAM) in the General Division for service to town planning.

Now in its 18th year, the UDIA Awards for Excellence has for many years given industry participants a chance to showcase their best projects. The submissions cover excellence in environment and water sensitive urban design, affordability, urban renewal, high and medium density, as well as general residential and masterplanned developments. Separate Landscape, Consultant and Media awards are also available as well as a Judges Award, recognising a project’s efforts overall.

The judges noted a big increase in the number of inner city projects, entering the High Density category.

This year the judges had a whopping 27 submissions to consider, a significant increase on recent years providing some healthy signs for the industry. The judging team of five saw a high number of projects in the inner city and surrounds, with a good representation in the middle ring and growth areas.

High density projects appear to be breaking into two categories, hence the judges have awarded multiple awards in this category. It is significant, and a reflection of the transition in the urban development industry that this year the largest and most contested award category was High Density. Within this category, building projects ranged from five to 30 levels, and price points from the lower end to premium. Keeping in mind that the entry cut-off for the category is over 30 dwellings per hectare the entries (when calculated based on their site area) ranged from about 200 dwellings per hectare to over 1700 dwellings per hectare; a huge range.

Chairman of the Judges and past UDIA (Vic) board member Mark Bartley commented, “An interesting mix of development types were seen in this year’s judging.

“We saw a big jump in the number and types of innovative concepts this year and some very impressive projects, truly offering that wow factor.”

Mark Bartley, partner at law firm HWL Ebsworth was joined by returning judges Mike Brickell, who is an architect, town planner and developer; Kathy Mitchell, Chief Panel Member of Planning Panels Victoria (PPV) and Past President and a Fellow of the Victoria Planning and Environmental Law Association (VPELA); Bernard McNamara, principal of BMDA Development Advisory, and; David Whitney, sessional member of PPV and past President of the Planning Institute of Australia (Victoria). As a happy aside, David was also recently

Mr Bartley commented, “We saw many more multi-storey projects this year, based in and around the CBD. This is an interesting shift for the UDIA, marking a slow but definite change in the types of developers that have an interest in the work of the institute, which historically has been targeted by greenfield developers.

In the greenfield categories, a number of premature entries were observed. It is imperative that developers know that the estates are judged partly on the quality of the built form result, not the construction of roads!

Mark Bartley said “The industry has demonstrated yet again its ability to provide high quality and innovative housing products across a range of sizes, prices and in both inner urban and outer locations. This looks very promising for the future given the recent changes to residential zones and the continuing roll-out of PSPs in the growth areas.”

From left: Judges Mike Brickell, Kathy Mitchell, Bernard McNamara, Mark Bartley and David Whitney.

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Awards FOR EXCELLENCE

2013 2

4

1

8

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7

3

5

6

9

1. Waterview and the Edge 2. Yarra Point Lobby 3. Mitchell’s Run 4. Banbury Village Streetscape 5. 38C Facade 6. Fifty Albert 7. 205 Gipps 8. Napoli Park, Providence 9. Fifty Albert Lobby

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Awards FOR EXCELLENCE

2013 MASTERPLANNED DEVELOPMENT

MARRIOTT WATERS VILLAWOOD PROPERTIES AND MARRIOTT FAMILY

WINNER CREATING a genuine sense of community and place is the idea behind the Marriott Waters development in Lyndhurst.

The joint venture between the Marriott Family and Villawood Properties is the winner in the UDIA Masterplanned Development category.

The partnership has taken what was a flood prone problem site and a run of the mill development plan and transformed it into an innovative masterplanned design with interconnecting wetlands.

Marriott Waters is now a highly sought-after community, with many different housing choices for residents.

The sustainable development includes 27 hectares of wetlands and parklands, recycled water as well as access to transport, education, fibre optic network, sporting facilities, retail outlets and a residents’ club.

The site is located in a regional ‘low spot’ with a significant external catchment from the north, east and south. Creatively designed with extensive wetlands, there is a network of walking and cycling paths, playgrounds, picnic and barbecue facilities, unique public art and sculptures, the exclusive residents’ only Club Marriott and the new Marriott Waters Shopping Centre.

The design focused on achieving a network of roads, footpaths and shared paths to provide residents and visitors with safe, attractive and well-connected roads and paths linking the key elements of the estate.

The vision for Marriott Waters was for high quality contemporary house designs and the design of the shopping centre precinct with its main street theory, complements the open space created by the wetlands.

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Judges Comments Marriott Waters is an exemplar model of a truly well planned and executed master planned development.

Starting with a joint venture with the Marriott family in 2006, the approved plan was redesigned to relocate the town centre, provide a greater mix of densities and to modify the drainage system which is now integrated into the open space network across the site.

Residents facilities are first class and all amenities – residents’ centre with pool and gym, school, transport, retail and community services are available within walking distance. These facilities are offered to all estate households for a very reasonable annual fee; making for an excellent local living and community environment.

The new site for the shopping centre provides greater accessibility for residents and the main street design is a great success with Woolworths using this nationally as the benchmark for new projects. It is co-located with the community centre and includes space for a market and residents’ activities. Strategic selection of tenants in the retail space has resulted in a very successful cafe/ restaurant strip.

As the railway station is in walking distance, residents are not obliged to have a car or as is usually seen, two cars as standard equipment. Overall the estate demonstrates that the “20 minute city” nominated under “Plan Melbourne” can be achieved in the growth areas.

The redesign of the drainage system optimises the topography of the site in dealing with two off-site drainage catchments reworked into a series of wetlands which act as a natural wetlands providing for improved water quality and habitat for native flora and fauna.

The unique sculptures add to the overall amenity and inclusiveness of this development, which exudes a great sense of pride and place.

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Awards FOR EXCELLENCE

2013 RESIDENTIAL DEVELOPMENT OF MORE THAN 250 LOTS

MITCHELL’S RUN DACLAND PTY LTD

WINNER MITCHELL’S Run is a development which successfully integrates with the natural landscape surrounding it. The site in Doreen is the worthy winner of the Residential Developmentmore than 250 lots category.

The motto of ‘A Real Sense of Place’ perfectly describes the new community, which is characterised by picturesque views and informal parkland.

From the entrance to the development, among parkland and river red gums, it is clear the focus of Mitchell’s Run is to establish an informal residential development with a focus on nature.

Aboriginal scar trees, creek reserve, undulating topography and views to the ranges have been retained in the development, allowing the surrounding landscape to provide the character of the estate.

The developer, Dacland, has ensured that no residential lot is more than 300 metres from any number of the estate’s 16 urbanAFFAIRS | DECEMBER13

parks and open spaces and has been designed to link with neighbouring estates.

Mitchell’s Run is pedestrian friendly from the front entrance to the network of quiet street and parks, and linkages are proposed with future developments to the north and south.

A diverse mix of lot sizes (ranging from 300 square metres to 2500 square metres) attracts a range of home buyers and encourages a wide range of building styles.

Each home must meet a 5-star energy rating as standard from the commencement of Mitchell’s Run. The architectural styles are reflected in the objectives of the Mitchell’s Run Design Guidelines, focusing on diversity of materials and building styles.

The estate is centrally located and is a key link for several north-south collector roads and public transport links for Doreen and surrounding suburbs.

Judges Comments This is an outstanding project that, now matured, has realised its project vision with an emphasis on embracing the natural landscape character and maximising the site’s topography. Mitchell’s Run seamlessly established links to a local shopping centre, school and adjoining estates.

What is a relatively long narrow site through clever design, has achieved a sense of place with a meandering roadway providing access to impressive parkland. Low density housing at the entry point gives way to increased density through the development.

Dacland was committed to the retention of River Red Gums and other vegetation of national significance with impressive aesthetic outcomes.

The site has been well integrated into the broader precinct with pedestrian/cycle pathways and roads providing good access to the primary school and neighbourhood centre within around 500m on adjoining sites.

An excellent example of an in fill subdivision.

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Awards FOR EXCELLENCE

2013 RESIDENTIAL DEVELOPMENT 250 LOTS OR FEWER

OAKTREE RISE BERNLY INVESTMENTS PTY LTD

COMMENDATION OAKTREE Rise estate is a unique offering in the property market, providing home buyers with the opportunity to build sustainable homes at the centre of an established rural township.

Set in the picturesque suburb of Narre Warren North, the estate consists of 149 elevated residential lots, a boutique retail strip and community hub constructed astride the restored Troups Creek and new Central Park.

The estate also provides local retail, active recreation opportunities and sustainable transport options servicing not only new residents, but the greater community of Narre Warren North.

Prior to the estate’s development, there was no clearly defined town centre in Narre Warren North.

The development was instrumental in the realisation of local planning policy set out in the Narre Warren North Township Strategy. It is these aspects and many others that have seen the estate awarded commendation in the ‘residential development 250 lots or fewer’ category.

The estate was designed with a key aim of blending the development into the existing township of Narre Warren North, while preserving and enhancing the existing feel.

During the planning process, community consultation was held with local residents, council and the developers.

The feedback from the consultation process helped inform the overall design of the subdivision, gained community buyin to the layout of Central Park and shaped the successful relocation of the heritage oak trees, from which the site gets its name, along the Avenue of Honour.

In recent years, Narre Warren has experienced strong population growth across all markets and Oaktree Rise has been well received, with a waiting list for future releases.

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Judges Comments Oaktree Rise comprises 149 lots for residential development, with a small retail and community centre, as well as central parklands and waterway.

Integral to the development’s objectives, was respect for the Avenue of Honour – complete with heritage Oaks, recognises the local servicemen and women who contributed to the war effort.

Other positive features include the relocation of the general store, into the shopping and neighbourhood centre, with the new IGA acting as a contemporary interpretation of the traditional corner store.

The neighbourhood centre abuts an impressive wetlands and open space spine. Clever integration with local horse trails and Troups Creek contributes in an overall sense to the Narre Warren North precinct.

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Awards FOR EXCELLENCE

2013 HIGH DENSITY

Judges Comments FIFTY ALBERT HAMTON

JOINT WINNER FIFTY Albert’s unique design echoes the eclectic nature of the South Melbourne skyline.

The High Density Development category joint winner is a 30-storey, mixed-use development which offers its residents a luxurious lifestyle in one of Melbourne’s most prestigious South Melbourne locations.

Fifty Albert is a mixed-use development comprising 282 residential apartments, which range in size from 50.5sqm to 164.5sqm. This includes 84 one-bedroom apartments, 190 two-bedroom apartments and eight three-bedroom apartments - with two of the latter being double-storey.

Fifty Albert’s apartments all feature luxury fittings including stainless steel appliances and designer European appliances in the bathrooms. The kitchen consists of timber veneer with stone benchtops and splashbacks, while all apartment robes feature a grey mirror finish.

Hamton Property Group, the developer, is focused on selecting great inner-city locations in Melbourne, and Fifty Albert is no exception. The building is located perfectly on the eastern entry to Albert Road from St Kilda Road, one of Melbourne’s most characteristic urban boulevards, within a rich and vibrant precinct.

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Positioned at the premium end of the market, this 30-storey complex in Albert Street, near the Domain delivers exceptional quality and features. An emphasis on personal wellbeing through its Japanese-inspired Health and Day spa, the overarching design includes Asian influences such as Cherry Blossom lighting installations, winter garden and pebble floors in select areas.

Incorporating contemporary yet homely features, the developer has resisted the temptation to be overly minimalist in its architecture which can result in a clinical outcome. There is also a commitment to art throughout with various etchings, sculpture, furnishings and artwork, such as the foyer’s chandeliers and street-side “sound seat” for sensory interest.

The rooftop amenities add another level to this high-class establishment with spa, BBQ, relaxation areas, and three separate internal spaces, which allow for separate use by different groups. The plethora of external and internal facilities provide 360 degree views across Melbourne’s CBD to the bay.

At street level, the conversion of the last terrace house in Albert Road into a café provides activation of the façade and another focus for residents. The design of the “shingle –like” rolled roof containing the car park over the entrance and the terraced house works well and achieves natural ventilation to the car park.

Overall, the developer has brought to the local community something very special.

WATERVIEW AND THE EDGE APARTMENTS VIEW APARTMENTS PTY LTD

JOINT WINNER Judges Comments Waterview and The Edge, at Maribyrnong provide a contrast in market segment by delivering moderately priced accommodation in an establishing suburban location. A steeply sloping site has been used to the project’s advantage in the design and execution of this 9-level complex which utilises three street frontages and is spread across two buildings.

The higher levels enjoy uninterrupted views across Flemington Racecourse and Maribyrnong River to Melbourne’s CBD and the site still offers one of Melbourne’s best views of New Years Eve fireworks.

There is a good mix of apartment sizes and innovative incorporation of two-storey townhouses across the lower frontage, avoiding the need for large retaining walls at street level. The apartments are well appointed with generous outdoor terraced areas.

The developer has dealt very well with site constraints delivering a very high quality product. The result helps to set the scene in this area of Melbourne, which has lacked supply of quality high density lifestyle options.

WATERVIEW and The Edge Apartments defied all odds to be named joint winner of the High Density section of the annual UDIA awards, despite the initial opposition it faced. These apartments achieve a balance between density and liveability and capture both the city and water views.

Each building entrance offers an expansive and welldecorated lobby area which creates an ideal first impression and adds to the comfort and liveability of these apartments.

Throughout the construction of the apartments, developers gave huge consideration to the value of views from the towers. The layout and form strongly engage views such as Harbour Park, Edgewater Lake and Jack’s Wood.

It is conveniently located only a short walk to many Maribyrnong amenities. The site enjoys excellent pedestrian and cycling accessibility, with easy access between ’the apartments’ and key points of interest along Edgewater Boulevard.

Extensive links along the Maribyrnong River are also a major feature of these apartments, including paths to Pipemakers Park and Highpoint Shopping Centre. Connections to the Federation Trail are located less than 100 metres down the road with a high quality bicycle track also close by.

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38C AVENUE PROJECTS

Judges COMMENDATION Comments AVENUE Projects has touted 38 Camberwell Road as its benchmark marketing tool since its completion in May 2013, and not without reason.

The building debuted on the market in 2011 and was sold to a mix of owner-occupiers and investors, with over 70 per cent of the apartments sold prior to construction in early 2012.

The Hawthorn East development is situated on a prominent corner between Camberwell Junction and the vibrant shopping centres of Glenferrie and Auburn Road and offers 53 apartments over five levels. Each apartment enjoys high quality finishes, expansive indoor and outdoor living spaces and an envied location.

The design also includes basement car parking for all units to minimise the impact of parking on the site plan, with access via Auburn Grove rather than the busy Camberwell Road thoroughfare.

Avenue Projects has also integrated disabled access into the building’s design while also using architectural variation to break down the length of the building in both streetscapes.

In addition, the development has enhanced the public realm through maintaining the alignment of the Auburn Grove footpath and retaining the existing trees adjacent to the site.

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Located in Boroondara, this site had various constraints including its triangular shape which has been used to advantage. Contrasting frontages to Camberwell Road and Auburn Grove have been worked carefully to allow effective integration of the building. An open space area which is enclosed by three sides creates an aesthetically impressive light shaft through the building providing good views from the circulation spaces. The central courtyard is functional and inviting, and conducive to social activities.

The project’s facades integrate well with the streetscape: timber panelling gives warmth and connects with the adjoining leafy tree-lined residential area, where textured precast panels and Alucobond links in with the commercial precinct.

After initial resident objections, followed by an unsuccessful appeal, the developer acknowledged the final design was a significant improvement on the original plans. At a net site density of 395 dwellings per hectare this development successfully demonstrates what can be achieved in the Boroondara without requiring high rise structures.

Awards FOR EXCELLENCE

2013 HIGH DENSITY

YARRA POINTMIRVAC

COMMENDATION

Judges Comments This 31-level tower and adjoining 6-level podium, offers an extremely interesting and diverse mix of living options.

The development has made the most of its locational advantages; the building is oriented at an angle to maximise solar access and city views.

A strong sense of community has been achieved through provision of residential facilities including a rooftop garden, residents’ lounge, gym and business centre.

One of the most impressive features of the tower is the double height lobby which incorporates a private garden and paving that extends from the adjacent park into the building’s interior.

Full height glazed screens in corner apartments create ‘outdoor rooms’ and create a feeling of light and space, addressing wind issues that have been experienced on earlier projects in Docklands.

STRATEGICALLY located and well-established in the heart of the Melbourne CBD, Yarra Point apartments have been recognised for their excellence with a commendation award for High Density.

Located on a 5200 square metre site, Yarra Point houses a diverse mix of bedroom dwellings and has sealed its place as one of Melbourne’s most elite waterfront communities.

Following an eight-year break, Mirvac re-entered Melbourne’s apartment market with a bang when it developed Yarra Point apartments.

The towers are now home to almost 2000 residents and in addition to its convenient location and unforgettable views of the city, the towers boast extra privileges such as a residents lounge, business centre, gym and herb and vegetable garden.

Yarra Point is well connected to various popular precincts throughout the city, including South Wharf, South Gate and the East side of the Crown Entertainment complex.

Throughout the design process of Yarra Point, a number of components were considered such as tower form, urban context and building footprint.

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Awards FOR EXCELLENCE

2013 MEDIUM DENSITY

BANBURY VILLAGE CEDAR WOODS PROPERTIES LTD

WINNER BANBURY Village is an exciting new chapter in the remarkable history of Footscray.

Property developer Cedar Woods has exceeded the local community’s and authorities’ expectations, in creating a vibrant village that is one with the surrounding community.

The site was formerly used by the Olympic Tyre and Rubber Company and subsequently, South Pacific Tyres as its head office and factory, and presented an opportunity to deliver on state and local planning urban consolidation objectives leading to the top prize in the Medium Density category, and a commendation for Urban Renewal.

Banbury Village has established itself as the premier residential address in the inner west and has also been recognised by the former Department of Planning and Community Development as a notable example of industrial design heritage conversion.

It features a major park that is unparalleled in the inner west, and key urban design principles include rear loaded dwellings on major thoroughfares to improve streetscapes, walk-ability and parking; strong design elements; and way-finding signage at key decision points.

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Judges Comments This surprising, compact development goes a long way to changing traditional perceptions of Footscray through the redevelopment of the Olympic Tyre site. Rather than creating an island community the development has been designed to integrate with the surrounding area.

Significant effort has been made to successfully retain and re-use buildings of historical significance which have been turned into apartments. The site offers a good range of options including two-storey townhouses, walkups and apartments.

The interfaces to adjoining streets and sites with various uses has been handled well and in later stages, the remaining interfaces - namely Hocking and Cross Streets - will complete the successful integration. This difficult site, with several constraints - from significant remediation works, some harsh interfaces, and poor condition of the existing heritage buildings - has been developed into a popular community.

Awards FOR EXCELLENCE

2013 AFFORDABLE DEVELOPMENT

205 GIPPS COMMON EQUITY HOUSING LIMITED

Judges Comments Located in the heart of Abbotsford, this 59 apartment site offers a mix of roughly 60/40 private sale and community housing. The housing categories are so well integrated that there is no physical differentiation between the two.

Contrary to expectation by some, prices obtained for the units reflected area prices. Management of the private and housing association residents is seamless. The project is an excellent model of how private and social housing can work well together, rather than the triedand-failed public housing estate model.

The original brick facade has been retained and the Flemish bond brickwork pattern featured has been applied on level 2 and 3 for overall consistency and integration. A good variety of housing types including units and townhouses is on offer with generous living sizes and pleasant aspects, overlooking garden and street.

Environmental sustainable design has been built in. This will assist in maintaining low building operating costs across the complex.

The outcomes of this site – financial, social and physical – set a benchmark for other affordable developments.

WINNER A 59-UNIT apartment and townhouse project at 205 Gipps Street Abbotsford that blends social and private housing has been hailed a resounding success by tenants and owners.

Using a co-operative housing model, not-for-profit developer Common Equity Housing Limited invests profits from the sale of the project’s 34 private apartments to ensure its 25 social housing apartments are affordable to low-income tenants.

The result is five storeys of high-quality apartments in three neighbouring buildings - the penthouse storeys tastefully set back behind a reinforced heritage facade of the former boot factory/warehouse.

Deciduous trees in the complex’s landscaped internal courtyard shade the apartments in summer and allow more natural light in winter.

At least half of the social housing dwellings are made available to people on the public housing waiting list. Six disability apartments were bought by the Transport Accident Commission and Summer Foundation.

The rent is linked to income; residents pays no more than 25 per cent of their pension/income on rent, or more than 75 per cent of the market rate for one and two bedroom apartments in the area.

The private apartments were sold despite a saturated market of more than 1,500 available apartments in Abbotsford and resistance from buyers investing in a social housing setting.

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Awards FOR EXCELLENCE

2013 URBAN RENEWAL

Judges Comments This project offers plenty of ‘wow’, with spectacular design elements, impressive features and innovative concepts that take it from a successful example of urban renewal to one that truly captures the imagination and provides high quality apartment living.

It has achieved a major feat of engineering in, amongst other things, the silos being underpinned for car park construction. The silos’ deep footings warranted special support and the areas surrounding the footings were partly excavated by hand to ensure their structural integrity.

The site presented numerous design and construction challenges which the developer resolved by designing townhouses and apartments in a separate building around the base of the silos and by using an adjoining site during construction.

One particularly innovative element is the ‘revolving’ stackers that store resident’s vehicles in one section of the car park. In the redevelopment of the site, the developer has retained the iconic landmark exterior appearance and ensures that the ‘silo’ heritage of Collingwood has been maintained.

ISLINGTON SILOS BLUE EARTH GROUP

WINNER ISLINGTON Silos, a residential conversion of the former James Hood Malthouse and associated silos, in Collingwood’s iconic Islington Street has won the Urban Renewal award for 2013.

The complex is protected by a Heritage Overlay in the Yarra Planning Scheme, and the statement of significance for the buildings attributes their historical value to their function and age, rather than aesthetic or architectural value.

The Silos offer 21 three-bedroom apartments over 11 storeys.

At ground level is a gymnasium and an apartment with a large terrace. Each of the 10 levels above provides two apartments separated by the central lift core.

Two impressive glass penthouses are perched at the ‘crown’ of the silos, creating the illusion of floating forms. The soft curves of the building feature large glass walls, capturing stunning views and lending an ethereal juxtaposition.

The spacious floor plans allow for generous airflow and an enviable 360 degrees vantage, ensuring apartments are filled with constant stream of natural light.

Although not within an activity centre this site is very close to significant concentrations of commercial, recreation and entertainment facilities along Victoria Parade, Hoddle Street, Brunswick Street and other strip centres. It is also very convenient to a variety of transport routes, schools and community facilities.

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BANBURY VILLAGE CEDAR WOODS PROPERTIES LTD

COMMENDATION DEVELOPER Cedar Woods had a responsibility to ensure the values and features of one of the western suburb’s best urban renewal sites were integrated into the final design and benefited the local community.

Banbury Village, Footscray, integrates seamlessly with the surrounding area, while also delivering a variety of housing to meet market expectations. To achieve this, Cedar Woods had to deal with, and manage a host of issues including: a harsh interface on three sides; the condition of the heritage buildings and the extent of the hazardous materials to be dealt with; and a range of buyer profiles and the specific needs of an eclectic community.

The feedback Cedar Woods has had from its customers has been overwhelmingly positive, leading to many referral and repeat sales.

The developer believes this is of enormous benefit in the longrun with referral sales, positive local council and government relationships, a high level of staff satisfaction through taking pride in their work and – of course – an enhanced corporate reputation. All of this has helped establish Banbury Village as the premier residential address in Melbourne’s inner-west.

Judges Comments The urban renewal aspects of this site have been acknowledged by the former Dept Planning and Community Development as a notable example of industrial heritage conversion.

The site comprised three historically significant buildings in derelict condition and held various hazardous materials, which the developer had to carefully manage.

In doing so, the constraints have not only been overcome but the history of the site has been embraced; the result is a site that cleverly integrates its historical buildings, retaining their original feel and character, into the wider residential space.

Internally the original timber panelling has been restored and the staircase and other original features retained to good effect.

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Awards FOR EXCELLENCE

2013 ENVIRONMENTAL EXCELLENCE

DANDENONG LOGIS ECO-INDUSTRIAL BUSINESS PARK PLACES VICTORIA AND MELBOURNE WATER

WINNER DANDENONG LOGIS has transformed a contaminated, disused site into an environmental showpiece.

The 154-hectare industrial business park has received this year’s Urban Development Institute of Australia (UDIA) Environmental Excellence award.

The Dandenong Treatment Plant in Dandenong South closed in 1996, leaving behind highly-contaminated soil. In November 2005, the State Government announced a $150 million, fouryear land reclamation project to transform the 180 hectares into a bustling commercial and residential hub.

The first land at LOGIS South, to the south of Greens Road, was released in 2009 and LOGIS North land, between Dandenong Bypass and Greens Road, was first released in 2011.

There’s a regional wetland for stormwater treatment, rainwater tanks, native plants and mature trees to promote birdlife and wildlife access to Dandenong Creek, Class A recycled water to every lot, solar hot water and natural ventilation, and mulch made from recycled shipping pallets.

There are more than 20 hectares of open space for recreation and LOGIS is the first industrial development in Victoria to introduce T5 energy efficient street lighting. Posts feature twin lamps that activate when the roads are busy and reduce to one active lamp when road usage decreases.

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Judges Comments An outstanding development which has rejuvenated a sewerage treatment plant site and a tired industrial area and in the process has lifted the image of Dandenong, providing a destination for new industrial investment by major corporations.

An extensive four year remediation process enabled full decontamination of the degraded site, which now includes a 13-hectare park, a second 6-hectare central park and 2.4 hectare retail precinct.

The incorporation of wetlands which collect stormwater runoff and filter any pollutants is able to deliver clean water into Dandenong Creek and the project contributes $1.5m to a proposed regional wetland to the south. There are various excellent environmental initiatives introduced to the site, making it extremely attractive to the market place and enabling premium prices.

Delivering Class A recycled water to every lot, the project has attracted users such as Cabrini Laundry and CadburySchweppes for its superior water handling processes.

The project has redefined industrial development in the area where the norm is now high ESD which is being reinforced through strong market acceptance.

Awards FOR EXCELLENCE

2013 JUDGES AWARD

HIGHETT MIXED USE DEVELOPMENT, WOOLWORTHS (FABCOT PTY LTD)

WINNER AN EXCELLENT model for future mixed-use development, the concepts used in this particular site have not been seen in the Awards for Excellence submissions before. The emerging trend of apartments above the retail environment has been done well with a clear delineation between residential and retail.

Circulation and access have been well handled with the apartments having separate entry foyers and the loading facilities are entirely within the ground level built form.

Local objections were dealt with, and led to improvements such as relocating rubbish zones to a concealed section and creating a landscape buffer to adjoining residences. Of particular note were the storage cages which, unusually, were located on the same floor as the apartments, with obvious benefits for residents.

The entire area offers an enormous boost to an otherwise depressed shopping strip where, prior to the benefit of a supermarket anchor, tenancies were struggling.

MEDIA AWARD Winner TRACT Tract (along with Deloitte Access Economics) produced a study for The (Melbourne) Magazine which measured the liveability of Melbourne’s suburbs, according to 14 criteria.

This study went on to be reproduced in The Age – website and print newspaper. Through the generation of significant interest via social media, the article was the second most viewed during its publication week.

Not only did the article produce very interesting, relevant data based on a variety of research, it created discussion about planning issues, making some of the issues affecting the industry more accessible to the general public.

LANDSCAPE AWARD Winner NAPOLI PARK PROVIDENCE PASK GROUP Napoli Park is not only beautiful; it is a multi-functional space of 1.8 hectares which has been provided early in the development of the Providence Estate.

Named and themed in deference to the rich Italian and European families who have resided for many years in the area, it is also infused with many contemporary Australian elements. It is broken up into active and passive areas with a mix of walking paths through gardens, seating, protected spaces and opportunities for community and family gatherings.

Whilst containing all the appearances of a rich, exotic and layered environment, Napoli Park is actually designed to minimise maintenance, for example galvanised steel roofing treated in ‘Liquid Rust’ paint creates a themed effect whilst being a simple installation.

The park features urban art pieces by mosaic artist Davia McMillan, which sits comfortably in the environment.

MELBOURNE WATER RECOGNITION AWARD Winner MARRIOTT WATERS VILLAWOOD PROPERTIES Villawood has worked hard to redesign a very basic stormwater system with a ‘bottom of the drain’ retarding basin, into a well integrated wetland and floodway system. They have taken drainage from two catchments beyond the site and created a major feature of the estate which now forms part of a larger walking path system.

Delivery of Class A recycled water was brought forward through the developer’s negotiations with the local water authority.

A temporary above ground tank was installed as a holding tank for residents during peak times until the supply of recycled water became a permanent facility.

Over 20% of the site has been devoted to the waterways and parks, the wetlands significantly reducing the risk of flooding in the low-lying area.

This project demonstrates the move from the simple application of WSUD principles to Integrated Catchment Management with a holistic approach to water use on site.

CONSULTANT AWARD Winner BEN MARRONE MARRONE CONSTRUCTIONS Ben Marrone has done an excellent job with the silos, resolving many design and engineering challenges to allow recycling of the structures into high quality premium product.

DECEMBER13 | urbanAFFAIRS 29

ENVIRODEVELOPMENT

SOWING seeds FOR 2014 RICKI HERSBURGH [UDIA MANAGER SUSTAINABILITY]

sensitive community on a 386-hectare greenfield site, Warralily includes many natural assets and is in close proximity to Lake Connewarre RAMSAR Wetlands.

AS the EnviroDevelopment unit continues to grow, so do the achievements of our developers. This year we are delighted to celebrate our newest certifications while recognising ongoing recipients. In addition, we have also reviewed our technical standards - lovingly know as the Green Bible!

“The EnviroDevelopment certification provides recognition of the work we have undertaken in the planning and development of Warralily and our commitment to achieve a higher level of sustainability than the industry benchmarks,” Newland Developers general manager - development Mark Whinfield said.

Every three years our national standards are updated to ensure that we stay at the cutting edge of environmental excellence.

Expert panels worked tirelessly from around the country to ensure that EnviroDevelopment continues to deliver a flexible and affordable certification program that can be embraced with enthusiasm and confidence.

“This recognition provides our current and prospective residents with the reassurance of our commitment and the enduring capability of Warralily to meet the future needs of the community and the environment.”

Along with this we also continued to train more EnviroDevelopment Professionals who can assist developers in achieving the EnviroDevelopment accolades. A number of projects are already in the pipeline for 2014, where we expect to see diversity in the types of projects being recognised through the new technical standards. Showcased below are the newest developments in masterplanned communities and marina complexes.

WARRALILY

Armstrong Creek Development Corporation (ACDC) has developed Geelong’s largest master-planned community and the leading development in the Armstrong Creek urban growth area. Committed to delivering an environmentally-

Public open space at Warralily.

30 urbanAFFAIRS | DECEMBER13

The master plan incorporates areas of ecological significance with the majority of established trees being retained. The state-of-the-art water treatment infrastructure protects downstream RAMSAR wetlands while collecting excess runoff to irrigate public spaces. Home gardens will benefit using the recycled water - a first for the region - along with droughttolerant native planting.

Residents can enjoy the environment through 30 kilometres of walking and cycling paths, more than 82 hectares of public open space, including public art that celebrates the indigenous plants of the area. A ‘Friends of Armstrong Creek’ community group has already been established to engage new residents in actively caring for their environment. For more information go to www.warralilly.com.au

ENVIRODEVELOPMENT

Wyndham Harbour.

WYNDHAM HARBOUR

Lyons Residential is proud to have been awarded EnviroDevelopment certification for the Wyndham Harbour project, being recognised among its industry peers for this outstanding initiative developed by the Urban Development Institute of Australia after working closely with the UDIA team since April 2013.

“This brings fantastic recognition to Wyndham Harbour, and ensures that the hard work surrounding the integration of environmental initiatives into the development since its inception in 2005 is actively recognised throughout the broader community,” Lyons’ director John Roysmith said.

“It is important to Lyons Residential to facilitate an environmental benchmark throughout its developments that ultimately promotes a better understanding and awareness towards the benefits of purchasing and living in a community which embraces the Environmental Development philosophies.”

Wyndham Harbour is an integrated marina and residential master-planned community, with its developments and amenities focused towards building a community which

respects both its immediate natural coastal environment, as well as the wider environment of which Wyndham Harbour is a part.

WYNDHAM HARBOUR WILL BE VICTORIA’S LARGEST MARINA WHEN COMPLETED IN 2016, BOASTING OVER 1,000 MARINA BERTHS, OFFERING 200 APARTMENTS AND 200 HOUSING LOTS. Lyons Residential will actively promote the principals of EnviroDevelopment through Wyndham’s website, www.wyndhamharbour.com.au an online portal developed to continually inform and update purchasers, and through Wyndham’s e-newsletter sent to its 10,000 member database.

DECEMBER13 | urbanAFFAIRS 31

ENVIRODEVELOPMENT SALTWATER COAST

BEHIND THE SCENES

Given the environmental sensitivities of the site, Saltwater Coast’s developer FKP Property Group were required to work with the Federal Government to meet the standards of the Environment Protection and Biodiversity Conservation Act.

We are delighted to announce the newest of our board members: they are Alex Fearnside and Professor Ray Green.

From the outset, FKP’s aim has been to deliver a community that addresses the needs of the rapidly growing area, including access to open spaces, transport infrastructure and education opportunities. By its completion, Saltwater Coast will include 2500 homes, a lifestyle centre, a shopping centre, two primary schools, an early education centre and several bus stops.

FKP development manager Andrew Devlin said the company was extremely proud to receive its EnviroDevelopment certification for Saltwater Coast in more than one area.

“Saltwater Coast is a very special project for FKP and to receive recognition from the UDIA is a representation of the hard work and dedication of not only FKP, but all of our valued stakeholders.”

Alex Fearnside has worked for over 15 years on urban environmental issues, covering areas such as designing large scale building retrofits programs, design for the environment and triple bottom line reporting publications, and resource efficiency initiatives. He has worked for the Australian Federal Government, the City of Melbourne, The Climate Group, and as a product designer for Philips.

Alex is the inaugural CEO of the Yarra Energy Foundation.

YEF was established in August 2010 as a not-for-profit company limited by guarantee. It is an initiative of the City of Yarra and works with the residents, businesses and the wider community to achieve carbon neutrality in the City of Yarra by 2020. Alex holds a masters degree in environmental science and a bachelor of industrial design.

Alex Fearnside.

This master-planned community was recognised for its exceptional environmental sustainability achievements in the areas of; ecosystems, energy, community and water.

PROFESSOR RAY GREEN

Dr Green is professor of landscape architecture at the University of Melbourne. He is internationally noted for his research, teaching, and professional practice. Some of his most noteworthy achievements have come from his generation of fresh insights into landscape-based problems and his sharing of those insights with the wider community though international publications, speaking engagements, and work across a range of professional communities.

His research has revealed, for instance, how various communities react to rapid environmental transformation from tourism and population shifts. He has also studied the benefits of ecotourism as it increases contact with nature of an increasingly urban population and the health benefits associated with integrating natural elements into the design of healthcare facilities.

Professor Ray Green.

Saltwater Coast.

Developments that have continued to re-certify include: Marriott Waters by Villawood; Evergreen Waters by Simonds; Cardinia Lakes, Quarters and Aston, by Peet and; Somerfield

by Intrapac.

32 urbanAFFAIRS | DECEMBER13

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DECEMBER12 | urbanAFFAIRS 33

THE ONLINE OPPORTUNITY GROWTH CURVE WHERE ARE YOU sitting?

BY ADAM KELEHER BACK in 2006 when we launched MyPackage.com.au the internet was developing rapidly in Australia in terms of the number of people online and advertising expenditure. Some industries jumped onto it very quickly while others including the New Homes Industry were much slower to move. Most people we spoke to had a limited understanding of how the internet could benefit them, and most felt that having their own website was a giant leap forward and all they really needed.

For most businesses today they face the same frustrating reality as they did in 2006 of not being able to capitalise on the opportunity of the internet. The internet has just exploded in terms of what’s possible and how you can interact with your target audience. It remains a constant and steep learning curve trying to understand the latest online opportunities and then deciphering into which ones to invest time and money.

In the new homes industry 10 years ago, life was much easier for a marketing manager. They could control and generate strong message reach and frequency using a typical mix of a Saturday newspaper, local community newspaper, some TV and radio. Case closed.

Today the same audience is completely fragmented across traditional media and the internet. The internet is the perfect conduit to generate direct response and brand engagement as consumers surf to your website and satisfy any marketing manager’s dream: undivided attention while on your website.

Then the question becomes are they being satisfied and are you maximising the opportunity of their visit whilst on your website?

nightmare as it’s something they cannot easily control. But the opportunity to turn the negative sentiment into a genuinely positive outcome is there, through the implementation of an agreed action plan. How successful could the outcome be if you responded like this?

Developer: We are disappointed your land titles were late.

One of the difficult things for a land developer is that we are reliant on so many other businesses and authorities and sometimes things do not go as planned. From a business perspective we are always trying to deliver land on time to satisfy our clients and their families plus it’s better for business.

With the exception of stage 5, all other stages in the estate have been delivered on time which we are very proud of.

Without trying to pass the buck the water authority actually held up this stage, which flowed through to us missing our window for the next major contractor to begin works and then the weather slowed us down further. But we’re glad to say we are back on track and are ploughing ahead to try to make up for lost time. Thanks for your feedback. Jim Landstar Consumer: Thanks Jim. Sorry I was a bit dramatic. We were always told that delays can occur. P.S. Springwater Lakes is actually a brilliant environment to live in. Recently when the communal sports area was opened we joined everyone for that barbecue and had a ball and we and the kids made some good friends. I will be leaving Springwater Lakes in a box, I love it so much.

So much opportunity requires a dedicated resource:

What this all means is that if businesses still want to reach the audience and control the message, they need to reallocate resources with greater focus on the human resource, i.e: someone spending time focussing on online channels, uploading content, monitoring and responding to user generated content and pro-actively pushing happy clients to join the online conversation. Too often it’s just unhappy people posting things online. I have seen some builders doing a terrific job of jumping on the front foot and actively monitoring and engaging in product review sites, blogs and forums.

· Property Portals (listings and profile/branding).

Business cannot put their head in the sand - the reality is that your business success relies heavily on your online business profile, which is evolving every day and you need to be actively involved. Unfortunately it’s quite a difficult space to get engaged in for a few reasons.

· Twitter (updates and profile).

Let’s assume you see a comment on a review site about your land estate like this; “Springwater Lakes Estate handed over my land six months late, not good enough...”

Your response options are: 1. Ignore it and hope it disappears from the internet.

· Facebook.com (profile and advertising). · Your own blog (profile and SEO). · Google Plus (profile and authentication for SEO). · Pinterest.com (photo scrapbooking). · Pay-per-click advertising (Google and Yahoo). · Database opportunities (the next big thing).

· LinkedIn.com (recruiting staff). · YouTube.com (branding, advertising). · Product review sites (monitoring and responding to consumer feedback). · Apps (rich in features).

Ensure your business is on the online growth curve by being fully engaged and the rewards are multiplied.

2. A response is written hurriedly which inflames the situation.

3. A trained staff member follows a process and an action plan is put in place to capitalise on this communication opportunity.

User-generated content can be a marketing manager’s worst 34 urbanAFFAIRS | DECEMBER13

Adam Keleher is managing director Innovation Chain, operating www.MyPackage.com.au a dedicated address to showcase and inspire consumers to buy “New” advertising. Inquiries to 5972 0794. Email: adamk@innovationchain.com.au

Alternati ve WATER PROJECTS FOR CITY’S WEST Recent initiatives in Melbourne’s West using stormwater harvesting changes that. Such is the case at Green Gully Reserve in Keilor Downs. The reserve is large enough to hold seven soccer grounds and cricket ovals, as well as large swathes of parklands.

In the past drinking water was used to irrigate the playing fields. As a result the grounds were severely affected during the recent drought and subsequent water restrictions, making the playing grounds unusable.

Now, stormwater captured from two nearby stormwater drains will keep the reserve irrigated all year round without relying on drinking water.

For the past ten years, City West Water has been looking at different ways of securing similar long term water supply for its customers in the western suburbs and Melbourne’s CBD. This has seen investment in a range of alternative sources of water, such as stormwater, sewer mining and recycled water.

Many of these investments are now coming to fruition, with the launch of the Brimbank Alternative Water Project in July and the supply of recycled water to homes in Wyndham set to begin in 2014.

Another major undertaking in the city’s West, the water company is building the biggest water recycling project in its operational history - the West Werribee Dual Water Supply project.

Once complete, the project will supply around 3.1 billion litres of recycled water each year to around 25,000 homes in Wyndham starting in 2014.

Residents will be able to use recycled water for watering their gardens, washing their car and for toilet flushing from the purple recycled water taps that developers and plumbers have been connecting to homes for some years now.

City West Water has been investigating the use of underground aquifers to store alternative water hundreds of metres below ground in the Werribee area.

Trials have continued throughout 2013 and have seen recycled water being injected underground and then extracted to test the viability of using the aquifer for storage.

The long term aim is to be able to store recycled water from the West Werribee Dual Water Supply project, through the winter months, in an aquifer. The water can then be retrieved and used in summer when demand is high.

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THOUGH Melbourne experiences its share of wet weather, the rainwater that falls over the metropolitan area has not been widely captured and reused.

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131 852 DECEMBER13 | urbanAFFAIRS 35

NORTHERN CHAPTER

PLAN Melbourne - “A STATE OF CITIES” DAMIEN TANGEY [CHAIR OF NORTHERN CHAPTER] WHILE there is a lot of discussion at present about the effect of the draft Plan Melbourne on Metropolitan Melbourne, one of the key aspects of the recently released draft planning strategy is that “A permanent urban growth boundary will be put in place to curb urban sprawl by distributing population growth to our regions. A “State of Cities” will be created as new major population and employment towns for growth across Victoria. This includes Bacchus Marsh, Ballan, Broadford, Kilmore, Warragul-Drouin and Wonthaggi.”

“Over the past decade, Victoria’s population has increased by 15 per cent, from 4.8 million in 2001 to 5.5 million in 2011. This growth has been concentrated in Melbourne’s established suburbs and growth area councils, which together have accounted for 86 per cent of the state’s growth. Population growth in regional Victoria has been predominantly located in regional cities and Melbourne’s peri-urban region.”

“The majority (36 per cent) of the inward migration into regional cities came from regional Victoria, 26 per cent from metropolitan Melbourne, and 24 per cent from interstate.

Of the regional cities, the three centres most proximate to metropolitan Melbourne (i.e. Geelong, Ballarat and Bendigo) have contributed the most to population growth in regional Victoria.”

The draft strategy promotes the development of a number of satellite towns in peri-urban areas to Melbourne as part of a

growing “State of Cities” that already exists and is currently working towards increased population goals. Regional Cities Victoria (RCV) represents the State’s 10 largest regional cities, comprising Ballarat, Bendigo, Geelong, Horsham, Latrobe, Mildura, Shepparton, Wangaratta, Warrnambool and Wodonga. RCV has created a Regional Cities Growth Framework. Eight Regional Growth Plans are in the latter stages of development across Victoria at present to provide a 20 to 30 year strategy on how each region can accommodate its share of population growth.

Let me put the current regional influence into perspective in percentage terms. The total population of Victoria in the 2011 census was around 5,500,000. The population of Greater Melbourne was 4,100,000 or 75% of Victoria’s total population by comparison. The population and percentage of total population of each of the 10 largest cities in the state outside Melbourne in 2011 is shown is the diagram below: With a total of only 13.50% of Victoria’s population based in its top 10 cities outside Melbourne it is clear that there is an ability to cater for more population in these regions.

What investment is required to accompany this? A study commissioned by RCV has detailed that on a higher population growth basis, that up to $4.4 billion dollars of expenditure will be required over the next 20 years in these regions primarily in aged care, education at all levels and health. Key infrastructure provision will require investment and improve transport networks in cities, between cities and importantly to Melbourne will be required.

THE POPULATION OF VICTORIA’S 10 LARGEST REGIONAL CITIES

Population on 2011 and percentage of Victoria’s total population 36 urbanAFFAIRS | DECEMBER13

NORTHERN CHAPTER The Premier, who is also the Minister for Regional Cities, recently launched the Regional Cities Victoria Growth Framework. The Premier has acknowledged that “regional cities are the key to ensuring Victoria remains the most liveable state in Australia, and Melbourne remains the most liveable city in the world. By achieving moderate population growth in Melbourne and accelerated population growth in regional cities, we can deliver greater economic and cultural diversity in regional Victoria while protecting the qualities that make Melbourne a fantastic place to live and do business.�

Infrastructure projects such as the $630 million Bendigo Hospital, Wodonga’s Junction Place CBD redevelopment; the Regional Rail Project and the Ballarat West Employment Zone are current examples of Regional Growth Fund investment.

There is also the investment required in the planning process where in many quarters there has been some resistance against anything more than the historical growth of these cities. Community education on planning change by State and local government is an important part of the process so that industry is not left with the full responsibility of community engagement to communicate broader growth strategies to the community within the detailed planning process.

If a level of community education and understanding does not exist in respect to the growth and development of these cities, then councils will be largely responding to the reactive and historical needs of the community, not the vision or goals which have been set in the strategy and placed within the planning scheme.

Affordability remains one of the first motherhood statements of any planning document but unless infrastructure investment accompanies population growth in the regions, the balance of lifestyle and affordability that the regions offers will be quickly lost. Many of these markets are reaching a nexus on price for first home buyer entry to the market now.

In addition to infrastructure, one of the key issues in these markets is to unlock future supply and maintain competition and affordability by looking beyond a 15 year land supply up to 25 years to ensure that any planning strategy going forward

can cope with market change and any delays that might be experienced in the delivery of strategic planning work to enable a consistent supply of stock to market. This also provides greater ability for medium term planning and funding of the infrastructure provision necessary to enable the supply.

The ability for continued population growth is critical to the vibrancy, culture, health, diversity and employment of these regional communities. The correct assessment of growth options and the delivery mechanisms to bring them to the market ahead of demand are critical to maintaining the balance of growth and affordability that underpins the markets in regional Victoria.

It is logical that state governments both now and in the future will look to key regional cities to assist in dealing with the significant ongoing growth experienced by Greater Melbourne. Industry welcomes the planning strategy, the community education to enable the acceptance of growth and the investment support necessary to make it happen.

NORTHERN VICTORIAN CHAPTER - DEVELOPMENTS TOUR OCTOBER 2013

The inaugural developments tour of the chapter was held recently in October and involved a range of UDIA members, industry participants, the new Mayor of Bendigo and the Director of Planning and a number of planning staff.

The focus of the tour was to look at medium density products in both dedicated medium density developments and also medium density components of master planned estates. The tour visited five sites in what was a busy day. The event was sponsored by Madisson Projects and Birchgrove Property.

We would also like to thank Villawood Properties for providing lunch during the tour.

At Banbury Village we were hosted by Patrick Archer and Stephen Jones from Cedar Woods. Whilst we endured a few showers, the Banbury Village tour took us through the history of the site from Brownfields use to Urban Regeneration.

The site comprises the former Beaurepaire tyre factory and covers 9 hectares immediately adjacent to the Western Oval in Footscray. Upon completion it will offer 430 dwellings in a range of typologies at a density of its 43 dwellings per hectare.

Patrick Archer addressing the tour group.

DECEMBER13 | urbanAFFAIRS 37

NORTHERN CHAPTER

Medium Density Dwellings to Park Frontage.

At Williams Landing we were hosted by Ray Kearns of Cedar Woods. Ray took us through the journey of Williams Landing and its different precincts whilst we toured the estate on the bus. It was interesting to note that in the first neighbourhood of Ashcroft a density of 13 dwellings per hectare was achieved, In the second neighbourhood of Kingwell this went up to 14 dwellings per hectare with greater density around parks and a shift to a new range of smaller 340 sq m lots comprising around 15% of the stock. The density again increased up to 16 dwellings per hectare in moving to the Elmstead neighbourhood with a higher percentage of the smaller lots once again.

The Addison neighbourhood which is about to go through planning will target a medium density result of 35 to 40 dwellings per hectare as it is located next to the town centre.

Residential development at Williams Landing commenced in 2008 and is expected to run through until 2018. The town centre which has commenced with a Masters outlet is expected to take 10 to 15 years to reach capacity.

At Alamanda we were hosted by Rory Costelloe and Chris De Silva from Villawood. This development is now substantially complete apart from a mixed-use zone to the front of the development. It has achieved a density range of 13 dwellings per hectare in 2007 and was up to 17 dwellings per hectare by 2011. Along with a wonderful lunch compliments of Villawood, Rory and Chris took us through the design and planning process that had been undertaken to deliver a permit for the mixed use precinct being the final piece of the development.

38 urbanAFFAIRS | DECEMBER13

“Ships Ahoy” at Alamanda.

We then proceeded to Williams Cove and Williams Bay, both developed by Stonehenge, where we were hosted by Nicoletta Dimovski, Stonehenge’s senior architect and design office manager, and Hans Barwaldski, the project architect.

This part of the tour was a really interesting comparison of two medium density development sites in Williamstown. The first development at Williams Bay was completed around 10 years ago and we were able to see what that environment looked like after 10 years of occupation.

NORTHERN CHAPTER

Williams Cove Walkabout.

Each development provided a density of around 32 dwellings per hectare.

There was a clear discussion on the tour that more detailed relationships need to be formed in regional areas as we move to greater control of built form and design and delivery relationships on compact housing models to produce the product necessary to inspire the market, community and council to deliver increased densities.

In 1990 the Bendigo 2020 Strategy Plan was created which predicted that 15 per cent of all new residential development would be of medium density at an average of 25 dwellings per hectare. This strategy was replaced by the Bendigo

Residential Development Strategy in 2004 which promoted density in both Core Development and Community Focussed Development zones around activity and transport nodes.

The densities targeted have not been achieved with sound planning strategy due to a failure of market mechanisms to deliver.

This issue with not striking the target densities in planning strategies shows the historic balance between community, council and industry. A concerted effort by industry and council is required to lead the market to new levels of density with confident design and concepts, along with council decision making processes to support quality initiatives in this regard. This will often occur in the face of some community sentiment which may not understand the proposal or long-term strategic goals.

Williams Bay - smaller streets and reduced building setbacks with good design.

Initiatives must be taken in both inner urban and greenfields exercises for more delivery of a mix of densities and housing types to meet the expectations of existing and new strategies such as a “State of Cities�. I echo my earlier comments that community education on the expectations of these strategies for a mix of densities to cater for a diversity of living and price environments is critical. Supporting the right proposals to lead the market by way of example is an absolute requirement to meet the density targets of the past, present and the future in an economic delivery of new product.

DECEMBER13 | urbanAFFAIRS 39

WOMEN IN PROPERTY

NEW

developments ON TOUR

THE Women in Property Developments Tour was - once again - a sell-out, with participants treated to some of the best of Melbourne’s newest developments.

The day started at 8.45am when the tour attendees were ushered on to the bus, south-east bound for our first stop of the day - Marriott Waters in Lyndhurst.

On arrival, Nancy Bickerton and Tony Johnston of Villawood Developments directed the bus along the newly constructed streets of Marriott Waters, judged this year’s best Masterplanned Development in the UDIA (Vic) Awards for Excellence. Nancy and Tony took participants through this extensive urban project, its three major wetlands, associated parks and unique boardwalks.

The development itself includes about 1000 residential lots, with construction of various stages already completed. It also boasts its own primary school in a state-of-the-art educational facility. Tony’s and Nancy’s pride and excitement is evident as they discussed the landscape art, the unique wetlands and the many other aspects of this new community which have made it such a success.

Following the bus tour of the development, attendees were taken through the Marriott Waters Shopping Centre, en route to the Club Marriott complex. Tony explained that the original planning approval contemplated a much smaller neighbourhood shopping complex. After much negotiation with the council, the centre now consists of over 11,000 square metres of retail and office space, comfortably catering for both the local and greater Lyndhurst community.

After the walk through the shopping centre, a warm welcome was offered at Club Marriott, a private club for residents of the Marriott estate, where a presentation on the inception and evolution of Marriott Waters was made.

A tour of the gym and recreational facilities at Club Marriott followed, as well as an enjoyable morning tea at Rockfire Cafe and Bar before heading to the next location - Melbourne Park.

the site in stage 2. The group was given a walking tour of the Park, which provided an understanding of the scope of works being undertaken and the impact on the useability and amenity of the precinct.

After a delicious lunch at Pumphouse Hotel, the group arrived at its final stop for the day - the RMIT Design Hub. The Design Hub is a purpose-built, 10-storey building created by Sean Godsell and Peddle Thorp Architects, which houses a series of spaces dedicated to researching, exhibiting and discussing “design” in all of its forms.

Tour participants were treated to a guided tour of all 10 levels of the Design Hub by Philip Flynn of RMIT Property Services.

Inside the Design Hub lives a virtual reality centre, a workshop, multipurpose room, lecture theatre and four rooftop pavilions.

The Design Hub allocates over 1700 square metres of space to exhibitions and displays, recently host to its first major international event Walter Van Beirendonck’s exhibition “Dream the World Awake” which participants were fortunate enough to experience on the tour.

The building itself is formed from glass, concrete, steel and black rubber, and was designed for rain and stormwater harvesting. Its iconic exterior is comprised of 16,000 round semi-translucent, sandblasted glass cells, which not only look great but help to provide the building with its high energy efficiency.

All of the tour participants agreed that it was indeed an impressive structure, taking pride of place on the corner of Victoria and Swan Streets in Carlton.

After an enjoyable and insightful day, tour participants retired to World Bar to indulge in some drinks and nibbles, and to discuss the outcomes from the day’s adventure.

The UDIA and Women In Property Chapter would like to thank our major sponsor Oliver Hume, and supporting partners Clayton Utz, BPD, Mirvac, Newland, Porter Davis Homes and Villawood Properties.

The redevelopment works at Melbourne Park began in April 2010 after several years of consultation and planning. The first stage of the redevelopment is budgeted to cost $366 million and includes an extension to the south-west of the external concourse surrounding Rod Laver Arena, improved connections between Rod Laver, Hisense Arena and AAMI Stadium, a major upgrade to Margaret Court and a new Eastern Plaza incorporating new indoor and outdoor courts and training facilities.

Stage 1 of the redevelopment is being undertaken by Major Projects Victoria in consultation with Sport and Recreation Victoria, the Melbourne and Olympic Parks Trust and Tennis Australia, and is expected to be completed in time for the 2015 Australian Open.

Tour participants were given a presentation of the first stage of the redevelopment by Annette Pitman, new project director at Major Projects, plus a sneak peek at what is planned for 40 urbanAFFAIRS | DECEMBER13

Club Marriott at Marriott Waters.

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DECEMBER13 | urbanAFFAIRS 41

AN ONLINE off-the-plan SALES PLATFORM FOR B2B A POWERFUL, transparent business-to-business offthe-plan property sales platform, Investorist may be set to transform the way developers, real estate advisors and sales professionals do business.

Unlike companies such as realestate.com.au or domain.com. au that market properties from the business to consumer, Investorist promotes and distributes investment properties to people in Australia and around the globe through real estate agents, financial planners, accountants and advisors.

This innovative platform facilitates direct communication and removes existing barriers between sellers and network partners; enabling them to have instant, transparent and streamlined transactions for the first time ever.

Jon Ellis, founder of Investorist, has worked closely with developers, agents and other property professionals for many years and he started to see impediments within the industry that were hindering all involved, and the industry on the whole.

There was no central location for the aggregation of off-theplan property, no place for sellers and network partners to connect directly, no place for developers to share and showcase their projects and no place for Network Partners to compare and manage stock. Most importantly, there was no place for transparent, direct and instant transacting between parties.

With the market now global, Jon saw it as essential for the industry to have one platform the whole world could use to trade off the plan property. As it turns out Jon’s digital marketing expertise and the technical know-how of his two companies, Extension and Lettuce digital, were able to provide him with the resources and knowledge needed to build exactly this.

Since its launch in late July, Investorist has hit milestone after milestone, launching with an impressive 90 national projects

Jon Ellis

42 urbanAFFAIRS | DECEMBER13

from sellers such as CBRE, Australand, Knight Frank, 94 Feet, BPM, AFX Group, Salvo Property Group and Crown Group.

Investorist now boasts more than one-third of Victoria’s offthe-plan projects with over $2.6 billion dollars in stock. It has secured support from the industry’s leading developers and real estate companies with a membership base of over 1200 agents, planners, accountants, brokers and advisors.

Investorist empowers sellers by putting the control in the hands of its users, but still supplying it with enough tools and reporting systems to allow them to achieve great results.

Developers are able to invite the property professionals they want to access their stock based on feedback ratings, transaction history, geography and commission. The platform will only deliver the sellers’ properties to their target markets, based on the sellers’ preferences at registration. The website is user friendly being easy to navigate and connect to from any place at any time. Users are enjoying the platform’s lowcost and intuitive pricing structure with there being no hidden costs.

This global platform is completely accessible all the time from anywhere in the world. In order to cater to many of its international network partners and some domestic partners, Investorist has gone bilingual by translating the website into Mandarin. Accurate translations are ensured as people, not a machine, have translated each of its 110 featured projects.

In addition Investorist is hosted on the Microsoft Azure platform, ensuring the content is delivered interruption-free globally, including into China. Subject to demand, the website will be releasing more translations in the coming months to accommodate the preferences of international and local members. This international platform enables complete transparency for all those involved in the transactions and in the most convenient format. www.investorist.com

A TRUE YOUNG

professional

RECOGNITION is critical to development - both personal and professional; people thrive on acknowledgement of a job well done which builds morale, provides a sense of self worth and can often be the motivation to strive for bigger and better.

Realising this, the UDIA has in place an array of awards that acknowledges the work of individuals in the industry. Of particular importance to the UDIA is the Outlook & Peet Limited Young Professional Award. This longstanding award recognises the achievements of young property professionals who have made a positive contribution to the Victorian property development industry.

Candidates can be nominated or self nominate for the Young Professional award, with a range of criteria that needs to be addressed as part of the submissions. The unique aspect of this award is that the criteria look at the person holistically, rather than only in regards to their professional situation. Personal interests and activities rate as one of the criteria as well as self development and personal goals over the next five years.

It was a very pleasing situation that this year’s judges – which included last year’s Young Professional Award recipient, David Bock – had the difficult task of selecting from nine candidates.

All entrants brought a very unique set of skills to the awards this year. Following receipt of applications and interviews with the short-listed candidates, Max Shifman was named as UDIA Young Professional for 2013.

Nominated by UDIA Outlook’s Chairperson and fellow committee member, Niki Hendriksen (also a past winner of the Award) Max is clearly a committed and dedicated participant of the industry.

Learning aspects of the industry at an early age from a familyrun builder/developer business, Max finished university and entered into a forensic and safety engineering career, which lasted approximately six years before he re-entered the industry through his role as Development Manager at Intrapac.

Max explains his permanent entree into the industry: Thrust immediately into the deep-end, but using all of my background knowledge and the skills developed during my business experience, my primary responsibility became the successful project management and delivery of Somerfield, Keysborough – Intrapac’s largest, and arguably most-successful estate to-date. My work on Somerfield has seen me managing a vast consultant team, from engineers, environmental assessors and auditors, landscape architects and contractors, right through to our successful sales and marketing teams.

If three current roles - all directly related to the industry – aren’t evidence enough of Max’s passion for property development, he is also a member of Outlook, UDIA’s Young Professional Chapter and set up Skyline, a networking group for young Jewish people in the property industry. His work sets him in good stead to one day mentor those considering the challenges of the industry.

“I’ve been privileged to have been recommended on a number of occasions as an advisor for younger people looking for a career in the property industry. Whilst informal in nature, I’ve been able to provide clear information on the great opportunities, and some of the pitfalls, of working in development, and have helped guide these people along their journeys,” Max comments.

Does Max use his down time to relax and unwind? As Max himself admits “Even in my spare time, I am an avid follower of all things relating to property development. I subscribe to over 15 news sources which provide me with regular updates on all aspects of the property industry, from policy discussion, market analysis, new projects and even green/eco-building.

RSS feeds are my main companion in this endeavour.”

His sport of choice is CrossFit, which entails high-intensity, constantly variable, multi-modal training methods. Training between three and five days per week, Max includes running, rowing, gymnastics, Olympic weightlifting and powerlifting as part of his training regime. He is also keen to stay up to date on the latest technology and his keen knowledge of gadgets and applications has led to the dubious title of “tech geek” with friends and family.

Max’s goal over the next five years is to continue to foster a successful, long-term career in the Australian development industry, which he acknowledges involves a lot of formal and informal learning and continued positive engagement with government, private sectors and his own project team.

“Though my achievements to-date have been on the back of two great family businesses, it is extremely important to me to carve out my own legacy in the industry. I’m not yet sure how this will play out, but doing so will remain a major priority.”

Max Shifman

Since joining Intrapac I have been intensely involved in the delivery of over 20 stage releases at Somerfield alone – representing in excess of 600 residential lots in a relatively quiet period in the property market...My role quickly expanded as I became further embedded in the business, also taking on the management of some of our other Victorian projects, such as Cardinia Village in Officer and Meadow Springs in Truganina, and on our new, soon-tobe-launched, project in Alfred Rd Werribee.

This has now more recently expanded to overseeing all of Intrapac’s projects across the country, with direct reports in Southern QLD, the Northern Territory, and also working on a smaller project in Perth.

DECEMBER13 | urbanAFFAIRS 43

From left: Ashley Williams, Matthew Guy, Ron Walker, Kris Daff.

A RICH history FOR A NEW SITE THE Victorian Planning Minister Matthew Guy recently opened an inner city apartment building with a rich history.

The Guilfoyle at 39 Coventry Street has been aptly named after William Guilfoyle, the genius botanist and landscape gardener who shaped the Royal Botanic Gardens as we know it today.

The project is in close proximity to these magnificent gardens.

Jim Guilfoyle, William’s great-great-great grandson attended the opening in honour of the occasion.

The Guilfoyle has been built on the former site of Channel 7 and its completion co-incides with the 10th anniversary of boutique developer, Evolve Development, which has brought together some of Australia’s finest architects, engineers and interior designers for the $190 million project.

Evolve Development managing director Ashley Williams said the opening of the Guilfoyle was a perfect way to celebrate the company’s 10th anniversary. “Evolve has a deep commitment to high quality developments such as the Guilfoyle that create architecturally significant and enjoyable living spaces,” he said.

“The Evolve team has a deep passion for creating unique developments in Melbourne, and for the Guilfoyle we focused our skill and insights, with our development partner ISPT Super Property, to provide high-quality inner city living to enrich the Melbourne experience, benefit our residents and support investors.”

Evolve Development chairman Ronald Walker said: “I am so very proud of Ashley Williams and his team of young men and women who are so dedicated in providing projects with such a high standard of excellence. The Guilfoyle was built on time and budget and is fully sold.”

The 21-level building offers a number of exceptional features including: 44 urbanAFFAIRS | DECEMBER13

· A high standard of architectural design by SJB Architects, which operates on the principle of meaningful spaces that also foster a sense of community. · A large, landscaped indoor/outdoor area with a generous space to workout, relax and socialise including a 20-metre heated indoor pool and fully equipped gymnasium. · A residents’ lounge with kitchen where residents can entertain guests, or watch the latest DVD or sporting event on the big screen and individual landscaped terraces. · Interesting design with sculptured, interlocking forms and textured lattice along the western facade to capture sunlight and create ever-changing colours and patterns. · Bold, identifiable access points at street level offering dynamic entry portals along the Coventry Street frontage.

The event also marks 10 years since Ashley Williams approached Ronald Walker to start Evolve Development. The first completed project was Mulgrave Business Park followed by a series of residential developments.

Today Evolve Development stays true to its values as a private developer with a deep commitment to Melbourne.

“We began with a rundown business park and transformed it into a modern, office and warehouse complex, moving into boutique residential apartments and estates in key growth corridors,” Mr Williams explained.

Renowned Melbourne nurseryman, Wes Fleming, who led the winning team that recently triumphed at the 100th Chelsea Flower Show by winning Best in Show, also attended the event.

Wes declared this had been his ninth and last attempt winning the medal at the prestigious London show.

“It was an amazing team effort involving many volunteers and applying principles of recycling and as many natural elements as possible to our exhibit,” Wes said.

NATIONAL environmental APPROVALS REFORM A WORK IN PROGRESS THE implementation of Commonwealth environmental law is a contentious issue, and has long been a major lobbying and policy focus for UDIA National.

Major changes to the way environmental law is implemented are currently being made, with the potential to greatly lower the cost and improve the speed with which development projects are approved.

The Commonwealth’s central piece of environmental legislation is the Environmental Protection and Biodiversity Conservation (EPBC) Act 1999. Under the EPBC Act, any action that is likely to have a significant impact on a ‘matter of national environmental significance’ (for example, threatened species and World Heritage areas) requires approval from the Federal Minister for the Environment.

In addition to approval at the Federal level, projects must also be approved at the State level, via a completely separate approval system. The need for projects to be approved through two different systems creates an unnecessary administrative burden, and can cause delays and additional costs.

The EPBC Act makes provisions for bilateral assessment and approval agreements between the Federal and State governments. These agreements can reduce duplication between the Federal and State assessment and approvals systems, by allowing the Commonwealth to essentially delegate the Federal assessment and approval process to the State, eliminating the need for separate Federal approval.

The Council of Australian Governments agreed in April 2012 to fast-track the development of bilateral assessment and approval agreements, with the agreements to be finalised by March 2013. Unfortunately the COAG process stalled, and while a number of bilateral assessment agreements have been signed, the approvals process remains in the hands of the Commonwealth Government.

During the Federal election campaign, the Coalition promised to establish a ‘one-stop shop’ for environmental approvals, which they claimed would eliminate the duplication between the State and Federal systems, while still retaining high environmental standards. Since winning the election, the new government has reaffirmed the commitment to implementing the ‘one-stop shop’, and is well on its way to making it a reality.

I led a delegation which met with the Federal Environment Minister Greg Hunt in mid-October, to discuss the ‘one-stop shop’, and other issues facing the industry. It’s clear that both the minister and the Prime Minister are fully committed to acting quickly to reduce the unnecessary regulatory burden that the current system imposes on developers.

The government plans to implement the ’one-stop shop’ through a three-stage process:

2. Agreement on bilateral assessments and updating those already in place.

3. Agreement on bilateral approvals and final implementation of the ‘one-stop shop’ process.

The framework for achieving the ‘one-stop shop’ has already been approved by the government, and the first MOU has already been signed with the Queensland government. It’s expected that agreements with other states will soon be reached, and that the system will begin operation in some states by the middle of next year.

However, there are still a number of questions and concerns around the new system. At this point, it is unclear what will happen to existing strategic assessments operating in Victoria and New South Wales, and whether the new ‘one-stop shop’ will supersede them, or operate side by side. There is also the ongoing problem of cost recovery under the EPBC act, which is an issue that remains to be addressed.

Nevertheless, the implementation of a streamlined environmental approvals system is still a huge win for UDIA and the development industry, and UDIA National will continue to work with the government to implement these vital reforms.

1107818-SL49-13

JULIE KATZ [UDIA NATIONAL PRESIDENT]

1. Signing a memorandum of understanding with each state confirming co-operation on achieving a single process.

GENERAL MANAGER – URBAN LAND Established in 1994, RPM Real Estate Group have grown to become a powerhouse in Residential Project Marketing in Victoria based on their three business pillars: Estate Management, Urban Land & Urban Living.

THE POSITION This position will see you charged with the responsibility of heading up the Urban Land Division. Its primary function is to List & Sell Residential Development sites across Victoria, be they Broad Hectare, medium or high density sites. Key aspects of this role will be fostering relationships with existing land holders & developers alike as well as managing the existing team. At your disposal is a longstanding track record & one of the best research divisions in the industry.

WHO ARE YOU The preferred person is one who: • Is currently involved in the Residential Land Development industry, with knowledge of the planning & development process; • Has the ability to communicate & negotiate with land owners & developers; • Can develop and lead a team of professional salespeople; • Has prior experience in developing strategies to achieve predetermined goals.

WHAT WE OFFER To attract the highest calibre candidate a market leading package will be offered which will consist of a generous salary & performance based bonus.

For discreet & guaranteed confidential enquiries: Glenn Crawford 0418 583 353

DECEMBER13 | urbanAFFAIRS 45

THE URBAN ALERT

Did you

know?

Andrew Jones, Sonia Fava, Joe Russo and Jarrod Stratton.

ONE TO

watch

IT’S been a big year for Caydon with the completion of One Lygon in Brunswick followed by the completion of its iconic Trilogi development in Prahran.

year and marketing is well underway for St Kilda’s tallest building - STK, with construction expected to commence in the next six months.

Under construction is Atria apartments in Burwood Road, Hawthorn. Caydon principal Joe Russo purchased 2-5 St Kilda Road, St Kilda, in February of this

And also on the drawing board is Caydon’s Cremorne site in Harcourt Parade, so it’s a big 2014 for the Melbourne developer.

Ecology and Heritage Partners Pty Ltd is a leading consultancy providing high quality technical services in the field of ecological and cultural heritage assessment, research and management.

It has completed more than 3000 projects and continues to work in collaboration with the development industry throughout Australia to achieve superior outcomes for its clients, the environment and local communities.

ITS KEY SERVICE AREAS INCLUDE: ■ Aboriginal cultural heritage; ■ Aquatic ecology; ■ Built heritage; ■ Bushfire risk assessment and management; ■ Carbon farming initiatives; ■ Geographic information systems (geospatial solutions);

46 urbanAFFAIRS | DECEMBER13

■ Historical heritage; ■ Land management and restoration; ■ Terrestrial ecology.

Ecology and Heritage Partners bring together a team with extensive experience assisting the development industry with key requirements under Melbourne’s Strategic Assessment (including the recently approved Biodiversity Conservation Strategy and Subregional Species Strategies) across Melbourne’s urban growth corridors.

It is well placed to respond to project requirements under the recent reforms to Victoria’s permitted vegetation clearance controls and continue to work with clients to satisfy their biodiversity offset requirements through our established over-the-counter offset facility. www.ehpartners.com.au.

Bankmecu is 100 per cent owned by its customers, not investors, meaning customers have a say in the decisions it makes and its profits are reinvested back into the bank, which should mean fairer fees and better interest rates.

The business has as part of its ethos, a commitment to economic and environmental sustainability and environmentally sensitive housing and design is a key area of focus.

In Victoria’s Wimmera region, five properties totaling 927 hectares have been established to offset carbon emissions and help improve land biodiversity.

Called Conservation Landbank, the properties also offset the loss of biodiversity of new home constructions financed by any bankmecu home loan.

Through its Community Investment Program, bankmecu contributes up to 4 per cent of its after tax profits into programs that aim to help solve economic, social and environmental problems and make a positive, measurable and sustainable difference to society.

It has supported State Schools Relief for the last decade to assist underprivileged students in Victoria, and the Australian Conservation Foundations New Economics Program which aims to provide new economic thinking and reassesses the way society’s health and happiness is measured.

Bankmecu also commissioned a Social Return in Investment on the benefits of Community Housing and supported Loddon Murray Community Leadership Program to offer a scholarship for an Indigenous leader to take part in its Community Leadership Program. www.bankmecu.com.au.

EA Bo ok AV RLY b a efo $3 re AIL BI 00 31 AB RD dis Dec LE O F co em un be NO FER t o r 20 W n yo 13 a ! ur n tic d r ke ece t!* iv e

IT’S TIME TO TAKE CHARGE OF THE FUTURE

Be inspired by New York City’s very own Alexandros Washburn, the city planner who will show us how to design beautiful urban spaces.

Learn from Harvard Graduate School of Design (USA) Professor Richard Peiser and look at international trends in real estate development.

Experience the drive behind Australia’s very own CEO and MD of Linc Energy, Peter Bond, with his personal journey of life and business, inspiration and success.

More speakers to be announced soon!

Conditions apply. Please visit www.udiacongress.com.au for more information.

DECEMBER12 | urban AFFAIRS 47

ENVIRONMENTAL FOCUS DELIVERS better OUTCOMES THE Victorian Environment and Climate Change Minister Ryan Smith has announced the latest EnviroDevelopment Certifications, for Warralily - by Armstrong Creek Development Corporation (ACDC) at Geelong; Wyndham Harbour - by Lyons Residential; and, Saltwater Coast - by FKP in the City of Wyndham.

Speaking at the November monthly lunch, Mr Smith complimented the UDIA on the implementation and continued development of the EnviroDevelopment certification program to create environmental benchmarks for the industry.

UDIA (VIC) Executive Officer Tony De Domenico said: “Three years ago UDIA (VIC) launched the EnviroDevelopment program, a scientifically-based branding system designed to make it easier for purchasers to recognise and select more environmentally sustainable developments and lifestyles.

“To receive certification the projects are independently audited by a team of specialists and to retain the certification the projects are audited every year.”

Mr De Domenico said that with an increased focus on the environment and sustainability the EnviroDevelopment certifications provided an industry showcase of outstanding environmental achievements which ultimately benefit the local and wider community.

Mark Whinfield, general manager - development at Newland Developers, responsible for Warralily, said: “The EnviroDevelopment certification provides recognition of the work we have undertaken in the planning and development of Warralily and our commitment to achieve a higher level of sustainability in the industry benchmarks.

“This recognition provides our current and prospective residents with the reassurance of our commitment and the enduring capability of Warralily, a 4000 lot development, to meet the future needs of the community and the environment.”

Mr Whinfield said the master-plan had incorporated into the design areas of ecological significance with the majority of established trees being retained. The state-of-the-art water treatment infrastructure protects downstream Ramsar wetlands while collecting excess run-off to irrigate public spaces. Home gardens will benefit using the recycled water

EnviroDevelopment partners and sponsors

48 urbanAFFAIRS | DECEMBER13

- a first for the region - along with drought-tolerant native planting.

Wyndham Harbour, a master-planned community and marina complex has been recognised for its exceptional environmental sustainability achievements in the areas of ecosystems, community, materials and waste. Wyndham Harbour will be the largest marina in Victoria.

Once completed, Wyndham Harbour - a total area of 73 hectares - will have over 1000 marina berths, 200 housing lots and 200 apartments, a retail, function centre and 390 dry boat stores.

John Roysmith, a director of Lyons, said: “The UDIA EnviroDevelopment accreditation brings fantastic recognition to Wyndham Harbour, and ensures that the hard work surrounding the integration of environmental initiatives into the development since its inception in 2005 is actively recognised throughout the broader community.”

FKP development manager Andrew Devlin said the company is extremely proud to receive its EnviroDevelopment certification for Saltwater Coast for its exceptional environmental sustainability achievements in the areas of ecosystems, energy, community and water.

Located 20 kilometres from Melbourne’s CBD in Australia’s fastest growing municipality, Wyndham City, Saltwater Coast neighbours the environmentally significant Port Phillip Bay and Bellarine Peninsula Ramsar site.

By its completion, Saltwater Coast will include 2500 homes, a lifestyle centre, a shopping centre, two primary schools, an early education centre and several bus stops.

Mr De Domenico said the support of EnviroDevelopment’s founding sponsors Boral, Sustainability Victoria and City West Water, with other supporting sponsors - Sustainable Development Consultants, Solar Lord, Quantum Management now being joined by the GHD Group - has been instrumental in developing the EnviroDevelopment Certification System.

The UDIA has also been fortunate to have the support of organisations such as Ecology and Heritage Partners and Bank MECU who have sponsored the lunch and have been ongoing supporters of the program.

THE REAL VALUE OF public RELATIONS SUZANNE JONES [DIRECTOR SSJ & Co.] HIRING a public relations agency for just getting your name in the newspaper is a waste of money and you will be disappointed within four months.

In the digital age, public relations has to be integrated into a developer’s overall business and marketing strategy, covering traditional media, social media, crisis management, networking, sponsorships, stakeholder engagement, public speaking training and internal communications. It is more than just columns per centimetre.

Investing in a successful PR strategy and agency requires investing financially and in time - the time to brief the agency and let them know your goals and give them a thorough understanding of your business and objectives. Weekly meetings with the agency are paramount to ensuring a successful partnership. A good working relationship will ensure a return of between three to five fold on your financial outlay.

Technology has completely changed the marketing and PR world meaning a strategic on line PR campaign will build your brand a lot quicker than more traditional methods in the past. It also puts the developer “out there” opening up a need for more transparency than in the past which means the PR agency needs to be experienced in not only journalism, media, on-line strategy but also crisis management if the need should arise.

I find that some clients are very reluctant to launch into social media for fear that their ideas will be taken by competitors, clients with negative feedback, and lack of trust. My response is - be the first - be bold - take the risk- the more uncomfortable you are the more likely it is to work, and if you aren’t giving it a go, you can be sure your competitor will be - take the lead.

The environment is shifting and in its place, new and exciting opportunities emerge as social media changes the landscape forever.

If you are one of the many developers who haven’t crossed over into social media - start gradually - but do start as it is worth the investment.

Some suggestions would be to keep a check on your brand - check Google for your name and your company’s name where do you rank? Are the first page articles where you want them to be? What are your competitors doing in the online space?

Social media has created a two-way conversation between client and customer. We now have the ability to listen, understand and engage with our audiences and this makes for powerful tool.

One of the biggest impacts social media has made on the PR industry is that traditional media isn’t the only go-to source for information any more. Thanks to social media news can break on Facebook, YouTube or Twitter, or anywhere really!

Social media has also given way to regular people becoming “citizen journalists”. The consumer doesn’t have to rely on major news organisations to be on the scene for the news, brands are becoming media companies and everyday people are becoming publishers.

Of course, this isn’t the first time PR agents have had to adapt to technological advances. Remember when the fax machine was used to send out media releases?

Social networking is not just used to send a message but we also have the ability to tap into conversations of other organisations and generate richer insights as well as create precisely targeted messages and offers and establish brand/ developer loyalty with all audiences.

Facebook recording 4.7 million members - and Twitter just over 2.2 million - in Australia alone, in the first quarter of 2013.

Today’s property customers are intelligent, media savvy and increasingly curious. They want information that is tailored to their specific lifestyle requirements - and at a more rapid rate than ever before.

While social media provides a platform for brand engagement and medium-to long-term commercial benefits, perhaps one reason why the industry continues to lag behind other sectors in genuinely embracing or being innovative in the digital space is that it hasn’t traditionally been viewed as effective for delivering immediate sales.

With a new year approaching there is no better time to look at your PR plan for the next 12 months and set goals and try new ways to reach your customers.

When choosing a PR agency take the time to know the agent who will be working on your account and becoming an integral part of your business, expect weekly updates, and itemised invoices and most of all trust in their experience to deliver you results.

Suzanne Jones is Director at SSJ & Co. Property Public Relations and Media. suzanne@ssjpr.com.au

DECEMBER13 DE D DEC ECEM EMBE EMB MBE MB ER R13 13 | ur urban u rba banAAFF AFFAIRS AF F FFA FF FA AIIR AIR IRS 49 49

FORMAL FASHION

flashback THIS year’s Cardno Nexus Ball was a flurry of fashion, fun and flamboyance with 130 young industry professionals dressed for an evening of Formal Fashion Flashbacks.

Set in the sophisticated and contemporary backdrop of Showtime Events Centre, a converted wharf shed, the evening revolved around the concepts of re-using and recycling.

The themes were evidenced by the use of the ‘renewed’ venue and fashions that were on show.

None more so than during the evening’s main fundraising activity, the catwalk show where paying participants strutted their stuff, in everything from Zoolander-style to crazy geek. Fashionistas Jenny Bannister and Philip Boon judged the winners.

Guests also indulged in the Pamper Room with make-up and hair touch-ups, and a mini-massage.

This annual event, hosted by industry associations PIA, VPELA and UDIA raised $2000 for the chosen charity, SecondBite.

Thanks to ‘black tie’ sponsors Cardno, ‘cocktail’ sponsor Villawood Properties, and ‘smart casual’ sponsors GTA, Russell Kennedy and Brown Consulting.

50 urbanAFFAIRS | DECEMBER13

DECEMBER13 | urbanAFFAIRS 51

BEHAVING BADLY: WHAT mystery SHOPPERS THINK OF YOUR SERVICE

BY PAULINE DE PASQUALE [DIRECTOR OF MICRO SELLING] DEVELOPERS and builders engage our business for all sorts of reasons; what type of service are their sales people offering customers? Do they greet visitors to display centres? Do they ask the right questions? Do they know their product? Do they ask for contact details? Do they follow up all leads? Are web and phone inquiries being responded to, and in a prompt and professional manner?

I have been in the mystery shop industry for eight years and while some aspects of the client brief alter, one question remains the same: Are our people maximising sales opportunities and giving themselves the best chance to win new business?

After undertaking mystery shopping activities for over 40 new home builders and developers and completing over 1000 visits to sales centres, I feel qualified to give you the answer that you probably do not want to hear: No. Our research in the land and new home sales industry consistently shows us that sales consultants do not behave in a way that will ensure they are giving themselves the best possible chance to secure new business.

Acting as ‘potential customers’ our team frequently experience sales people failing to implement techniques designed to understand the shopper’s particular situation, what is important to them and what will motivate them to buy.

Instead of trying to find a solution to their visitor’s housing problem, many consultants enact the role of a ‘host’, sending a potential buyer off with brochures in hand, in the hope that they will ascertain for themselves which product would best suit their needs.

The importance of building rapport, questioning and following up cannot be understated. Consultants should be providing solutions rather than merely being ‘order takers’.

Our research shows that, contrary to the belief of many sales managers, their teams generally do not ask the questions required to establish a customer’s needs and reasons to buy, and do not follow up after the visit - either by phone or by email.

The area of ‘Follow up’ always performs worst with 40 per cent being our average score recorded. Our research includes monitoring 10 days after the inquiry has been completed. And although many clients believe their teams take contact details and follow up the inquiry, our evidence is that this is not the case.

These results are even more disturbing when considering that our team is briefed to act as someone who is ready to buy NOW as soon as they find the right product. In other words, our mystery shoppers are ‘hot’ prospects.

This is, of course, of particular frustration to our clients who invest so much capital in driving attendances to the sales centres.

To provide every opportunity for the consultants to provide good service, we ensure that mystery shoppers engage with consultants, even if the consultant is not demonstrating a willingness to communicate. We also ensure they provide their contact details if asked and do not take a seat unless they are offered one.

Of course, there are exceptions: we do experience some excellent service, knowledge and follow up in our research, consultants who go the extra mile to ensure the potential buyers’ needs are met. And happily we do generally find that consultants have very good product knowledge. But it is our role to establish where there are gaps in the service, and there are, indeed, many gaps.

A disappointing result of many of our campaigns is also the responses to our web inquiries. Many of our mystery shoppers note that they never receive any contact either via email or phone as a result of their web inquiry. In regard to our phone research, when our shoppers are required to leave a message for someone to call them back, we often report that no return phone call was received.

Consultants must see themselves as problem solvers establishing motivating factors to buy and providing solutions to their visitors’ requirements.

Training should focus on assisting the sales teams to understand the things that are crucial each time a visitor enters their sales office.

Understanding the behaviour of sales consultants ensures you can target sales training to address the specific issues that require attention. When you know what the behaviour is, the how to correct it follows naturally. It is vital that sales consultants are truly customer focused and not just paying lip service to the sentiment. Resolving these issues paves the way to improving the experience of all visitors to your sales centres and improving your chances to win new business in such a competitive industry.

MYSTERY SHOPPING RESULTS TOP THREE PERFORMING AREAS: Initial impressions (Presentation & Initial Meeting)

It is quite common for us to report that the consultant has taken the time to question the mystery shopper about their needs, provides them with lots of valuable information, spends ample time with them and then lets them leave without asking for their contact details. Often they are given the consultant’s business card. This is usually offered with instructions to call the consultant if they have any further queries, leaving it to the potential buyer to initiate any further contact.

Information (Product knowledge)

We also find that consultants will often not do what they have promised, i.e: send a price list, plans, etc.

Meeting - Questioning

52 urbanAFFAIRS | DECEMBER13

Meeting - General (Customer Service basics) BOTTOM THREE PERFORMING AREAS: Web Enquiries Follow up

Averages based on MicroSelling Mystery Shopping

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To place your advertisement here please call Samantha or Liesel on 5945 0666 or email udia@starnewsgroup.com.au DECEMBER13 | urbanAFFAIRS 53

TAPPING TOMORROW’S potential TODAY

BY DEAN LANDY [PARTNER CLARKEHOPKINSCLARKE] LOCATED on the shores of Lake Hume in northeast Victoria, Tallangatta was in dire need of revitalisation. The town was established in the 1870s as a railway gateway, and in the 1950s it was forced to shift eight kilometres to the west to accommodate the expansion of Lake Hume. The town’s infrastructure had not been updated since and the population was in decline.

In 2011, the Towong Shire Council took action. They decided to take a fresh look at the entire town and appointed ClarkeHopkinsClarke to develop a realistic and achievable revitalisation plan.

Towong Shire Council CEO Juliana Phelps said: “Our brief for Tallangatta made it clear that the master-plan must generate a series of realistic and practical projects that can be implemented in a five-year timeframe.”

Early on, ClarkeHopkinsClarke, together with urban designer Ben Shoo, developed a communications strategy that would generate a high level of engagement. It was acknowledged that a meaningful dialogue with the local community would be key to the success of the revitalisation plan. The first step began with a brand name - Tallangatta Tomorrow underpinned by a public consultation campaign comprising three stages: ‘What’s the big idea?’, ‘Here’s a plan…’ and ‘Let’s make it happen!’

All three stages included a variety of opportunities for the public to ‘have their say’. Various communication channels were utilised including the establishment of a community workshop and exhibition space within a vacant shop on the main street, which encouraged interest and feedback with passers-by as well as providing a neutral venue for formal workshop sessions. In addition written surveys, a dedicated website, newsletters, posters and signage, as well as outreach consultation sessions with the local school and various clubs, broadened the campaign’s reach.

Rail Trail connecting Tallangatta with Albury-Wodonga. The trail is extremely popular with holiday cyclists and locals alike, allowing Tallangatta to tap into this market. The bridge commenced construction during the final stages of the ‘Here’s a plan…’ phase.

ClarkeHopkinsClarke also provided detailed design concepts for the larger projects as part of the revitalisation plan. These projects were documented to meet the Department of Planning and Community Development’s Regional Growth Fund submission requirements. This ensured that each proposed project was ‘shovel-ready’, enabling the Towong Shire Council to submit convincing funding applications with minimal time and effort.

As a result, funding for vital community infrastructure has been received from a variety of sources, including the Rowen Park Sporting Pavilion which is currently under construction and the Tallangatta EcoEducation and Integrated Services Hub, which received funding during March this year.

Overall, the three stage consultation process ensured the community felt that they owned the vision. This lifted the project from the community believing that ‘nothing ever changes’ to providing something they were engaged in and could work together as a community to actually see happen.

Ms Phelps said: “The Tallangatta Tomorrow Revitilisation Plan is focused on delivering infrastructure to support young families and stimulate economic growth.

ClarkeHopkinsClarke really listened and identified projects that were a true reflection of the community’s needs and potential.”

As a result, more than 450 “big ideas” were generated in the first phase of consultation. From this point a master-plan was formulated that directly reflected the community’s concerns.

The plan identified 66 projects and initiatives of varying scale in the areas of: 1. Housing 2. Tourism 3. Streets and public open space 4. Lake Hume and the foreshore reserve 5. And community facilities and services The plan was then communicated back to the local community and further consultation entered into as part of the ‘Here’s a plan…’ phase. This process culminated in Towong Shire incorporating the key principles of the finalised plan into the local planning scheme.

For the final ‘Let’s make it happen!’ phase, we ensured that the community got a sense of immediate progress by working with Towong Shire Council to deliver one of the projects identified in the prior stages, which addressed the town’s goal to attract a greater level of tourism. The Sandy Creek Bridge project completed the missing link in the High Country 54 urbanAFFAIRS | DECEMBER13

Sandy Creek Bridge.

2014 CALENDAR OF events FEBRUARY Friday 14

Developers’ Breakfast

MARCH Friday 7 Wednesday 19 Friday 21 Wed- Fri 26 – 28

Industry Lunch Women in Property Function Northern Vic Chapter Function National Congress - Brisbane

APRIL Friday 4 Thursday 10

Industry Lunch Outlook Function

MAY Friday 2 Wednesday 14 Wednesday 21

Industry Lunch – Geelong Region Women in Property Trivia Night Research Breakfast

JUNE Friday 6 Thursday 19 Thursday 26

Industry Lunch Outlook Function Northern Vic Chapter Function

JULY Friday 4 Thursday 10 Thursday 17

Industry Lunch Developers’ Lunch Geelong Region Chapter Function

AUGUST Friday 1 Thursday 21

Industry Lunch – Northern Vic Outlook Function

SEPTEMBER Friday 5 Friday 12 Wednesday 17

Industry Lunch Women in Property Developments Tour Developers’ Event

OCTOBER Wed/Thurs 15/16 Wed 22

State Conference Geelong Cup

NOVEMBER Wednesday 12 Thursday 20 Wednesday 26

Research Breakfast Outlook Function Women in Property Function

DECEMBER Friday 5

Awards Lunch

Events dates and details subject to change

UDIA NEW members AGL SALES PTY LIMITED

LOW IMPACT DEVELOPMENTS

CAYDON PROPERTIES PTY LTD

CONSULTANTS MATISSE COMMUNICATIONS

FYTOGREEN G&A COMMERCIAL SERVICES PTY LTD

MELTON CITY COUNCIL

GLENVILL PTY LTD

MORELAND CITY COUNCIL

REDTRAIN NETWORKS PTY LTD SATTERLEY PROPERTY GROUP PTY LTD SJE CONSULTING STEFFEN WELSCH ARCHITECTS PTY LTD

DECEMBER13 | urbanAFFAIRS 55

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