Approach
People and experience
A successful town is created through a combination of
factors: its built environment and planned landscape, its commercial offer and
its social and cultural offer.
It is people themselves that bring Kerang alive.
‘Coming to town’ is not only a shopping experience, rather it is holistic -
combining sociability, relaxation, creativity and being part of something that
cannot be achieved by staying at home. ‘Coming to town’ builds community.
The Masterplan provides a framework and program for
the development of the built environment and the planned landscape. It is
driven by the Vision for Gannawarra and is underpinned by the desired
characteristics of the town and the experience that is looked for by residents
and visitors.
It has been developed with the understanding that it
is the activities of people that will actually achieve the Vision. Evaluation
of the Masterplan, in the long term, will be judged by the levels of activity
generated on a daily basis in the town. It is these activities that drive its
ability to support economic activity and job creation, that increase positive
perceptions of Kerang and its brand in the minds of investors and visitors and
that increase the health and well-being of its citizens.
The element of activation is key to success. The
selection of other elements supports this activity.
This is an opportunity to diversify existing
activities, to recognize new opportunity and for local business to invest in
the public realm as a means of contributing to the community for the benefit of
all.
Informal activity
The Masterplan supports a high
degree of informal activity that derives from visits to the town for work,
shopping, entertainment and access to other eservices. These are, for example:
•
Walking
•
Cycling
•
Meeting
friends
•
Socialising
in the street
•
Enjoying the
natural environment – the climate and the landscape
The treatment of streetscapes, the
provision of new walkways, the siting of amenities, the introduction of sculpture
and interpretation of history and heritage etc., all add to this informal
enjoyment.
Formal activity
The Masterplan also provides for
planned activities that will animate the town - attracting visitation,
increasing opportunity for business investment, increasing enjoyment and
enhancing local pride in the town. The primary spaces for formal, programmed
activities are:
•
Victoria Square (and Victoria Street
•
Vacant Shops
within the CBD
•
Patchell Plaza
Programming
Animating the town will be wishful
thinking if it not organised and planned to achieve good outcomes. The town
centre is a civic space, not a private one and all parties need to share
responsibility.
The Masterplan is designed to
encourage the involvement of many participants in activation activities. These
activities may cover many sectors e.g.:
•
Arts and
culture
•
Business and
industry
•
Sustainability
and environment
•
Sport and
recreation
•
Education
The activation process will:
•
Inform the
role of Council as a shaper, facilitator and curator
•
Strengthen
the management of town centres through teamwork between Council, property
owners,
business operators, community
groups and creative individuals
•
Define
landlord roles and examine disincentives holding property owners back from utilising
empty sites
•
Encourage the
larger retailers, farmers and business owners to strengthen their contribution
to local
character
•
Collect
information about town users and share it to align responsibilities and
interests and help planning
An experimental mind-set, an
inclusive approach and collaboration are the keys to a creative and sustainable
route to the future for Kerang.
Although
this Plan is primarily concerned with the rejuvenation and treatment of public
spaces and buildings, it is also recognised that intervention is required in
connection with key private buildings, spaces and assets. Focused investment and enhancement of the
public realm can assist in building business confidence in Kerang as a place in
which to live, work and invest. To
complement the planned program of physical works in and around the CBD, the
development of a new dialogue with existing and prospective town centre businesses
will help to identify opportunities to stimulate further activity and private
sector investment in the town. Given
prevailing market conditions across much of the Loddon Mallee region, Council
has signalled an intention to identify a range of incentives that could assist
in activating the CBD. Such a package of
incentives will complement the planned investment in the public realm.