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armstrong creek urban growth plan volume 1 - City of Greater Geelong

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A precondition for this area to succeed is quality main road access and exposure to<br />

the <strong>Geelong</strong> Ring Road system.<br />

4.4.5 EMERGENT BUSINESS LOCATIONS<br />

In addition to activity centres and industrial zones, the economic and employment<br />

strategy seeks to encourage the development <strong>of</strong> ‘new economy’ activities in other<br />

settings as much as possible. In a spatial sense, these opportunities can be<br />

summarised as:<br />

<br />

<br />

Advanced business services that are initially established by individuals<br />

within their homes (as home based businesses), which eventually<br />

evolve into small to medium sized enterprises in activity centres; and<br />

Mixed use service precincts within specialised activity centres nodes<br />

in or near industrial areas.<br />

Advanced Business Services (Home Based and Activity Centre<br />

Based)<br />

The residential zones <strong>of</strong> the <strong>growth</strong> area are conceptualised as ‘intelligent’ and<br />

‘active’ zones, which encourage local business formation and activity. The<br />

continuing shift to a services based economy is encouraged across the housing<br />

areas <strong>of</strong> the <strong>growth</strong> area.<br />

An important part <strong>of</strong> the economic strategy is to provide spaces for home based<br />

businesses to ‘evolve into and out <strong>of</strong>’ as they grow over time. This is enabled by<br />

the development <strong>of</strong> a diverse activity centre structure that provides a range <strong>of</strong> <strong>of</strong>fice<br />

tenancies, avoiding the establishment <strong>of</strong> malls which are controlled by a small<br />

number <strong>of</strong> landlords.<br />

It is assessed that approximately one in ten households will accommodate a home<br />

base business in the future. Assuming one job per business, this translates into a<br />

residential employment base <strong>of</strong> 2,200 jobs. It is likely that the bulk <strong>of</strong> the jobs will<br />

be pr<strong>of</strong>essional or personal service oriented.<br />

Mixed Industrial, Commercial and Service Centres (Specialised Local<br />

Centres)<br />

The industry zones are also <strong>plan</strong>ned to accommodate specialised local centres,<br />

which are geared to serve the needs <strong>of</strong> the workforce with services like cafes and<br />

restaurants. These nodes are well placed to also accommodate the higher job<br />

density activities <strong>of</strong> the industrial areas, which includes activities like research and<br />

development.<br />

ARMSTRONG CREEK URBAN GROWTH PLAN / VOLUME 1 (ADOPTED 13 MAY 2008, AMENDED MAY 2010)<br />

62

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